* 298,000 Torontonians (7%) attended the city’s Gay Pride Parade in 2004.
* 67% of the Gay Pride Parade attendees are between 18 and 44 years old.
* 43% (1.4 times the Toronto average) are single, 49% are married.
* Gay Pride Parade attendees have an active city life:
* Compared to Toronto’s averages, they are: 3.7 times more likely to attend pet shows, three times more likely to attend book shows, and 2.6 times more likely to attend food shows.
* Gay Pride Parade attendees are six times more likely to attend the Toronto Film Festival, 4.7 times more likely to attend to the International Jazz Festival, and 4.3 times more likely to attend Caribana.
* 32% of Gay Pride Parade attendee’s are members of a health club (1.8 times the Toronto average).
* 52% own pets with 33% of them owning cats (1.3 times Toronto average).
* The top four media for yesterday exposure for Gay Pride Parade attendees are radio (89%), TV (88%), Internet (62%), and newspaper (60%).
* They tune to radio for weather reports and updates, headline news and community news/local events.
* Their magazine preferences (readership in the past month) are entertainment and music (60%), fashion (54%, 1.5 times Toronto average), food and beverages (48%), and women’s publications (47%).
* Gay Pride Parade attendees are also interested on community newspapers (average month). 18% read NOW (four times the Toronto average) and 11% read Eye Weekly (3.5 times the Toronto average).
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.
