Letters

How current are those Snapshots?
Really enjoy the BBM Media Snapshots. Just wondering, though, if you have any that are more recent (if I understand the copyright credit, the info could be one to two years old). If that's the most recent info, how accurate do you feel it still is? (We have clients who question the current validity because of the age of the study.) Look forward to your response.
Thanks.

Jim Norman, CD, The Norman Agency

Response from BBM
Thank you for your enquiry and kind comments on our BBM Media Snapshots. As product manager for BBM RTS - the survey on which BBM Media Snapshots are based - I am pleased readers like yourself find them interesting and useful. We, the RTS team at BBM Canada, have a lot of fun creating Media Snapshots.

Now to your concern regarding the age of BBM RTS data. As a syndicated survey, BBM RTS is updated every six months making it, to the best of our knowledge, the most up-to-date survey of its kind in Canada. Our current release, BBM RTS Spring '04/Fall '04, is made up of data collected between April 2004 and February 2005 and was published in May 2005.

Another point to keep in mind is that most consumer category profiles simply do not change that quickly. Since your enquiry came in on the inline skater BBM Media Snapshot, I'll use that as an example. In our current release (Spring '04/Fall '04) 3% of Canadians participated in inline skating regularly and are split (51%) male and female (49%).

Looking way back to our Spring '00/Fall '00 release shows almost an identical profile: 4% of Canadians inline skating regularly and split (53%) male and female (47%). These incidence numbers may seem low but we are profiling just the regular skaters; if you add inline skaters who just participate sometimes the numbers go up to about 16% of Canadians.

Some consumer categories do change more quickly than regular inline skaters and you are right to look at the collection date of any published survey results since any survey is a snapshot in time. In the case of BBM RTS, we believe you have the most up-to-date syndicated media-consumer survey available to Canadian marketers.

Thank you again for your interest and readership of BBM Media Snapshots in Media in Canada.

Craig Dorning, survey product development manager, BBM Canada
By Staff 
July 19, 2005

How current are those Snapshots?

Really enjoy the BBM Media Snapshots. Just wondering, though, if you have any that are more recent (if I understand the copyright credit, the info could be one to two years old). If that’s the most recent info, how accurate do you feel it still is? (We have clients who question the current validity because of the age of the study.) Look forward to your response.

Thanks.

Jim Norman, CD, The Norman Agency

Response from BBM

Thank you for your enquiry and kind comments on our BBM Media Snapshots. As product manager for BBM RTS – the survey on which BBM Media Snapshots are based – I am pleased readers like yourself find them interesting and useful. We, the RTS team at BBM Canada, have a lot of fun creating Media Snapshots.

Now to your concern regarding the age of BBM RTS data. As a syndicated survey, BBM RTS is updated every six months making it, to the best of our knowledge, the most up-to-date survey of its kind in Canada. Our current release, BBM RTS Spring ’04/Fall ’04, is made up of data collected between April 2004 and February 2005 and was published in May 2005.

Another point to keep in mind is that most consumer category profiles simply do not change that quickly. Since your enquiry came in on the inline skater BBM Media Snapshot, I’ll use that as an example. In our current release (Spring ’04/Fall ’04) 3% of Canadians participated in inline skating regularly and are split (51%) male and female (49%).

Looking way back to our Spring ’00/Fall ’00 release shows almost an identical profile: 4% of Canadians inline skating regularly and split (53%) male and female (47%). These incidence numbers may seem low but we are profiling just the regular skaters; if you add inline skaters who just participate sometimes the numbers go up to about 16% of Canadians.

Some consumer categories do change more quickly than regular inline skaters and you are right to look at the collection date of any published survey results since any survey is a snapshot in time. In the case of BBM RTS, we believe you have the most up-to-date syndicated media-consumer survey available to Canadian marketers.

Thank you again for your interest and readership of BBM Media Snapshots in Media in Canada.

Craig Dorning, survey product development manager, BBM Canada