Toronto-based NADbank has unveiled its Fall 2005 Study for Vancouver. The three free dailies launched in this market late last spring: Metro, 24 hours and DOSE, were taken into account in this study and have enlivened the Vancouver newspaper scene. Overall daily newspaper readership increased in the market last fall with 57% of adults 18+ reading a daily paper on an average weekday, compared to the 48% reported in NADbank’s 2004 full-year study. As well, 80% read a daily over the past week as compared to 74% for 2004.
The Province topped the read-yesterday group with 28%, narrowly edging out The Vancouver Sun which scored 27%. The free daily 24 hours fell next with 9% while Metro was 6% and DOSE only 2%. The Globe and Mail beat out The National Post at 7% to 5%. The 6/7 day cume showed The Province and The Sun tied at 49% and The Globe topping The Post at 18% to 12%. All data is provided by NADbank, the principal research arm of the Canadian daily newspapers industry. NADbank is comprised of dailies, ad agencies, media companies and advertisers.
