* 1.5 million (6%) Canadians attended a sportsman/outdoor show one or more times during the past year.
* The majority of the sportsman/outdoor show attendees are male (63%).
* Sportsman/outdoor show attendees are evenly spread across Canada.
* 58% of sportsman/outdoor show attendees are 25-54.
* Sportsman/outdoor show attendees participate in camping (71%), fishing (69%), gardening (66%), and swimming (65%) as leisure activities.
* Around 33% of sportsman/outdoor show attendees have bought equipment related to camping or fishing within the past two years. Attendees are two times more likely to have bought camping equipment compared to average Canadians and 3.2 times more likely to have bought fishing equipment.
* 23% of sportsman/outdoor show attendees drive a sedan, while 20% drive pickup trucks.
* The top three media for yesterday exposure for sportsman/outdoor show attendees are television (92%), radio (87%), and daily newspaper (56%).
* News/talk (17%), adult contemporary (15%) and classic/mainstream rock (14%) are the top three radio formats preferred by sportsman/outdoor show attendees (weekly reach).
* The three most popular TV program genres among sportsman/outdoor show attendees by weekly average viewing are movies (80%), news/current affairs (67%), and hockey (when in season) (55%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
