NADbank released its 2006-07 readership study for selected markets this morning, highlighting results in Toronto, Montreal, Vancouver and Ottawa-Gatineau for surveys conducted in fall 2006 and spring 2007. The results show 50% of Canadian adults read a daily newspaper on an average weekday, while 75% pick up a daily in an average week.
Readership for online editions is growing. In terms of markets where adults read a newspaper online each week, Ottawa leads with 22%, followed by Toronto at 20%, while Montreal and Vancouver tie at at 15%.
Here are the readership study’s highlights by market:
2006/07 Readership Results
| Toronto CMA | Read Yesterday |
5 Day Cume |
Saturday | Sunday | 6/7 Day Cume |
Online Weekly |
| Any Paper | 47% | 68% | 41% | 28% | 74% | 20% |
| Toronto Star | 23% | 40% | 30% | 18% | 47% | 12% |
| The Toronto Sun | 11% | 23% | 9% | 13% | 27% | 5% |
| The Globe and Mail | 9% | 18% | 9% | n/a | 19% | 7% |
| National Post | 5% | 10% | 5% | n/a | 11% | 2% |
| Metro | 9% | 19% | n/a | n/a | n/a | 1% |
| 24 hours | 8% | 17% | n/a | n/a | n/a | 2% |
2006/07 Readership Results
| Montréal CMA | Read Yesterday |
5 Day Cume |
Saturday | Sunday | 6/7 Day Cume |
Online Weekly |
| Any Paper | 51% | 70% | 50% | 35% | 75% | 15% |
| Le Journal de Montréal | 21% | 36% | 23% | 15% | 40% | n/a |
| La Presse | 15% | 23% | 20% | 14% | 27% | 9% |
| The Gazette | 11% | 16% | 12% | 10% | 18% | 4% |
| Metro | 11% | 20% | n/a | n/a | n/a | * |
| 24 heures | 8% | 14% | n/a | n/a | n/a | * |
| The Globe and Mail | * | 3% | 1% | n/a | 4% | 2% |
| National Post | * | 2% | * | n/a | 3% | * |
2006/2007 Readership Results
| Vancouver CMA | Read Yesterday |
5 Day Cume |
Saturday | Sunday | 6/7 Day Cume |
Online Weekly |
| Any Paper | 53% | 74% | 32% | 23% | 76% | 15% |
| The Province | 24% | 43% | n/a | 23% | 46% | 6% |
| The Vancouver Sun | 26% | 43% | 29% | n/a | 46% | 8% |
| Metro | 7% | 15% | n/a | n/a | n/a | * |
| 24 hours | 12% | 24% | n/a | n/a | n/a | * |
| The Globe and Mail | 5% | 13% | 6% | n/a | 14% | 6% |
| National Post | 4% | 9% | 4% | n/a | 10% | 2% |
2006/07 Readership Results
| Ottawa – Gatineau CMA |
Read Yesterday |
5 Day Cume |
Saturday | Sunday | 6/7 Day Cume |
Online Weekly |
| Any Paper | 51% | 71% | 50% | 33% | 75% | 22% |
| Ottawa Citizen | 28% | 44% | 32% | 26% | 49% | 14% |
| The Ottawa Sun | 14% | 27% | 12% | 11% | 29% | 7% |
| Le Droit | 10% | 16% | 11% | n/a | 17% | 5% |
| Metro | 6% | 14% | n/a | n/a | n/a | * |
| The Globe and Mail | 6% | 13% | 7% | n/a | 15% | 6% |
| National Post | * | 7% | * | n/a | 7% | 3% |
* sample size too small to report
