Media (Print, Broadcast and Outdoor)

Our company was created in 1932 (Canadian Facts) to measure radio audiences. Today, TNS Canadian Facts conducts two of the industry standards in media research, the PMB and NADBank surveys, as well as conducting other media and outdoor communications research.

Media research determines the listening, viewing or reading habits of audiences so that potential advertisers can place their campaigns where they will have the greatest impact in reaching and influencing their target audience. The outcomes of media research are also used by broadcasters and publishers to help set the cost of advertising at particular times and in various media. As well as media behaviour, data are gathered on purchase and use of products and services. This information is later correlated to readership of newspapers and magazines or programs viewed in order to develop a profile of readers and their lifestyles.

Outdoor advertising includes billboards, advertising on bus shelters and in subway stations, and large free-standing displays in public areas such as airport lounges and shopping malls. With outdoor advertising, as with broadcast and print advertising, it is important that the maximum audience sees and remembers the advertising. Often outdoor advertising research is designed with a pre-campaign research wave, followed by one or two waves of interviewing after the campaign has been in place for a period of time.

For more information on research in the media sector, please contact Michael LoPresti.