In Addition to Canadian Internet and Print Audience Insights, Latest Fused Database Provides Multi-Dimensional Guidance on Social Media Usage
TORONTO, CANADA – comScore, Inc. (NASDAQ: SCOR) and PMB Print Measurement Bureau announced the release of the fourth fused database linking Canadians’ online media habits with print readership data, along with product and brand usage, all in a single database. The fused data are available exclusively to PMB member companies and comScore Canada clients.
“Today’s consumers can choose from an ever-expanding range of channels for their media information. Canadian magazines are successfully adjusting to that changing scene by adding to their traditional print product – and websites are an important part of that adjustment,” said Kirby Miller, Senior VP, House & Home Media and current Chair of PMB. “Magazines welcome the combined print and website audience data, as we can now demonstrate to buyers and planners the unduplicated audience from both channels.”
“The combination of online and offline audience data is breaking new ground in the Canadian media and publishing industries,” adds Brent Bernie, President of comScore Media Metrix Canada. “This enhanced level of data is providing all our clients with greater insight into both the buying and selling process.”
The comScore and PMB databases were combined using a state-of-the-art data linkage technique known as split-weight data fusion to ensure that the audience data from the two databases are retained. The process does not involve the exchange or matching of any personally identifiable consumer information.
The July data release contains the entire PMB 2012 Spring database combined with comScore data for unique visitors and page views (3-month average from January, February and March 2012).
New Release Includes Heavy/Light Social Media User Data
New in this fourth release is information identifying heavy and light social media users and classifying both groups according to their product and brand usage. For example, the data show that 24 percent of heavy social media users in Canada are ages 18-24. This group is 33 percent more likely than the average Canadian to use anti-frizz shampoo, 42 percent more likely to shop at Banana Republic and 45 percent more likely to have watched a TV show online.
About PMB Print Measurement Bureau (pmb.ca)
PMB is Canada’s leading syndicated study for single-source data on national print readership, non-print media exposure, product and brand usage, demographic and lifestyle data.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
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