The BBM Media Snapshot feature has moved to the Thursday edition of Media in Canada. Watch for it on alternating weeks.
· 3.4 million Canadians (13%) cross-country ski regularly or occasionally.
· The largest age group of skiers is 45 to 54 years old (22%), followed by 35 to 44 (20%) year-olds.
· Men and women are equally likely to cross-country ski
· Cross-country skiing is more popular in Quebec (17%) than the national average while ther Canadian regions match the national average.
· Cross-country skiers are very active in other outdoors activities:
o twice as likely to cycle than the average Canadian.
o two and a half times more likely to canoe or kayak.
o twice as likely to play racket sports.
o twice as likely to participate in adventure sports (e.g. sky diving etc.).
o three times more likely to sail.
· The top media choices for cross-country skiers by yesterday exposure are radio (86%), TV (83%), Internet (56%), and daily newspaper (53%).
· Their favourite radio formats by weekly reach are news/talk (44%), adult contemporary (32%), and classic rock (25%).
· Favourite TV programs by weekly reach are movies (69%), news/current affairs (63%) and documentaries (45%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
