ComBase Market Focus: Reaching Women in B.C.
The female audience has long been a major target group for advertisers because women are the key decision makers for a wide range of personal and family products. Although in demand, women lead busy, multitasking lifestyles that have increasingly made it harder for media buyers to reach them.
Declining television viewing:
* 46% are light TV watchers (less than 9.5 hours weekly).
* 20% didn’t watch any TV yesterday.
Declining daily newspaper readership:
* 29% cannot be reached with dailies.
Declining radio listening:
* 39% can’t be reached with radio.
In British Columbia, 75% of women can be reached with community newspapers on weekdays.
Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.
