– Almost one million Canadians – 914,000 (3%) – read Martha Stewart Living in the past month.
– The vast majority of Martha Stewart Living‘s Canadian readers are female – 84%.
– Martha Stewart Living‘s readership has representation in all age groups. The top four groups are: 25 to 34 (19%), 45 to 54 (19%), 35 to 44 (15%) and 65+ (14%).
– Martha Stewart Living readers have an average personal yearly income of $32,000, which is slightly higher than the Canadian average of $30,000.
– 27% of Martha Stewart Living readers have an under-graduate degree or more, compared to 20% among the general population.
– Martha Stewart Living is most popular in BC with 5% monthly readership. Not surprising since it is an English-language publication, it is least popular in Quebec with 2% monthly readership. Readership is slightly higher in Ontario (4%) but otherwise average in all other regions.
– Looking at weekly radio reach, the top three formats among Martha Stewart Living readers are: adult contemporary (AC), 38%; news/talk, 38%; and hot AC, 21%.
– The three most popular types of TV shows among Martha Stewart Living readers by average weekly viewership are: movies (69%), news/current affairs (67%) and home improvement shows (53%).
– The three most popular magazine types (readership in past month) amongst Martha Stewart Living readers are: gardening and homes (76%), women’s (64%) and food and beverage magazines (64%).
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.
