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Comscore Announces Canadian Launch of Plan Metrix Multi-Platform Powered by Vividata

New solution connects interests, attitudes and behaviours with total digital media consumption for a more holistic view of consumer behaviour

Toronto, ON, Dec. 5, 2018 – Comscore, a trusted partner for planning, transacting and evaluating digital media across platforms, today announced the launch in Canada of Plan Metrix Multi-Platform Powered by Vividata. This solution combines internet users’ online behaviour with their offline attitudes and interests, allowing marketers to generate stronger multi-platform media plans, identify advanced audience segments, and reach consumers across platforms for greater ROI.

Plan Metrix Multi-Platform Powered by Vividata taps into Comscore’s strategic partnership with Vividata by combining digital audience intelligence from Comscore with Vividata’s comprehensive database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across more than 150 categories.

“Vividata is thrilled to partner with Comscore, bringing together the powerful Vividata Survey of the Canadian Consumer database to provide comprehensive measurement of digital audiences across content types and digital devices,” said Pat Pellegrini, Ph.D., CEO and president of Vividata. “This is another step forward for Vividata as we add to our partnership roster to grow as the industry’s trusted source of consumer behaviour data.”

Plan Metrix Multi-Platform Powered by Vividata reports attributes of Canadian consumers across a range of categories, including: electronics, phone providers, health and beauty, automotive, travel, financial, real estate, groceries, pets, and retail. This data will be available to subscribing clients through the Comscore user interface, which will allow for segmentation by device, media type, and ad consumption measures.

“Traditional demographics – like age and gender – will always be important, but it is clear the industry is demanding more advanced audience descriptors to more effectively plan campaigns,” said Bryan Segal, senior vice president, commercial, at Comscore. “Our Canadian partnership with Vividata will provide existing and new clients with enhanced consumer segmenting and targeting based on an unduplicated total digital population. We are pleased to offer our clients person-centric insights within robust data sets, which are better aligned with how digital media is analyzed and planned today.”

For more information on Comscore Plan Metrix Multi-Platform Powered by Vividata, please contact Comscore.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. Learn more about Comscore here.

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour. It is the leading provider of cross platform audience measurement for publishers. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

Vividata and Ipsos Canada Partnering on New Cross-Media and Consumer Insights Measurement in Canada

Toronto, ON, November 29, 2018 – Vividata is pleased to announce that its next-generation cross-media audience measurement and consumer study will be built with its new core measurement partner, Ipsos. This important new partnership brings together two leading Canadian research firms to shape the future of media measurement.

Vividata, Canada’s authoritative source for insights on multi-media and consumer behavior, is leading the initiative to evolve their current media and consumer measurement to cross-media measurement through advances in technologies and methodologies. The new initiative promises more powerful cross-media analytics capabilities while retaining deep insights into Canadian consumer behaviour and consumption habits through its widely used Survey of the Canadian Consumer.

Pat Pellegrini, Ph.D., President & CEO of Vividata says, “We are excited to begin this partnership with the team at Ipsos Canada. As a global leader in audience measurement, they are ideal partners on this important measurement journey.  The partnership will ensure that the Canadian media industry, marketers, and researchers gain the insights they need to make decisions that reflect today’s dynamic consumer and audience behaviour. Together with our partners we will ensure that Canada remains at the forefront of consumer research and intelligence.”

Ipsos, an expert in audience measurement, is equally excited about this partnership. Ipsos will leverage the experience it has gained managing readership studies in more than 40 countries including the UK, Australia and Belgium, where it has implemented a number of innovative approaches in recent years.  The ultimate goal is to build an audience measurement program which meets and exceeds the challenges faced in the changing Canadian media market.

Gary Bennewies, President & CEO of Ipsos Canada, says it is critical to introduce a methodology which will be future-proof.  This will allow the program to evolve congruently with the evolution of the Canadian consumer and media market.

“As the media world is changing, so too is the world of research.  Working with Vividata we will create a research approach that is more engaging while providing best-in-class media consumption information for the Canadian market.”

Vividata and Ipsos are looking forward to their partnership to build a dynamic and comprehensive program focused on cross-media and consumer intelligence.  Its use will help Canadian media companies and marketers meet the audience and consumer measurement challenges inherent today and in the future.

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour. It is the leading provider of cross platform audience measurement for publishers. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Vivintel, the newly created custom research arm of Vividata, offers bespoke solutions to deliver ‘a closer look’ at unique research needs. Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strong partnerships, Vivintel provides a complete suite of unified solutions for actionable data.

About Ipsos:

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.  In Canada, Ipsos is one of the leading research firms working with many of the country’s leading companies.

Vividata Announces Partnership with Social Media Analytics Provider Shareablee

Toronto, ON, October 12, 2018 – Vividata, a top provider of media market analytics and consumer research spanning more than 500 members in Canada, today announced a partnership with New York-based Shareablee Inc., the global leader in audience-based social media measurement.

The partnership establishes Shareablee’s largest presence to-date in the Canadian market, and empowers Vividata’s network with access to unmatched social metrics, including custom reporting tools and Shareablee’s Monetization Suite’s advertiser-publisher dashboards.

The agreement capitalizes on Canada’s surging social media landscape; overall major social network content and actions each grew around a 15% rate since H1 of 2017, while Instagram alone rose over 25% in per-post average engagement during the same period. With the power of Shareablee’s data, Vividata will be better positioned than ever for their members to seize on the field’s untapped growth potential.

“Joining our social insights with Vividata’s knowledge of Canada’s consumer market research will be an exciting force to watch unfold,” said Shareablee Founder & CEO Tania Yuki. “Canada’s social networks are rapidly moving toward an era of advanced audience intelligence that demands new campaign delivery strategies that we’re excited to provide leadership around in yet another North American market.”

 

“Vividata welcomes the opportunity to partner with Shareablee,” said Vividata’s VP of Client Service, Tosha Kirk. “As two trustworthy sources for market insights, we will be working together to offer Canadian marketers, advertisers and media agencies with unparalleled social media analytics.”

Shareablee will work closely with the Vividata team to support the needs of the Canadian market through their Toronto based representative, Alex Castro.

About Shareablee:

Shareablee is the leader in audience-based social media measurement for media publishers, agencies and brands that want to understand the impact and effectiveness of their cross-platform social media campaigns. Launched in 2013, Shareablee empowers brands by providing data that can help them define and drive success on social media by arming them with metrics and predictive analytics that inform powerful best practices. Shareablee is the leading authority on audience intelligence, competitive benchmarking and actionable insights with clients in 15+ countries.

About Vividata:

Vividata provides essential consumer intelligence to a wide range of companies including media agencies, media companies and advertisers in Canada and around the world. Offering the largest syndicated study in Canada, Vividata is the go-to source for demographics, attitudes, life events, media, purchasing and brand preferences.

Vividata’s Fall 2018 Study delves into what Canadians are planning, how they’re shopping, and how they’re accessing content across all media

Toronto, ON, Wednesday October 17, 2018 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer behaviour research firm, today released their latest findings.  Surveying 43,014 Canadians (aged 14+) from July 2017 through to June 2018, Vividata’s survey of the Canadian consumer is the largest cross-media research study in Canada.

A sample of highlights from the Vividata 2018 Fall Study include:

Finance

  • 32% of Canadians are on the “road to retirement” and have already taken steps to ensure they have enough income for their retirement.
  • Nearly a quarter of Canadians are “earners and savers” who make mindful financial decisions and look for ways to earn supplemental income and save.
  • In contrast, 44% of Canadians are just “getting by”, and they’re not good at managing money, they’re not overly concerned about their finances.

Beauty

  • 58% of Canadian women use hair salons an average of 3 times every 6 months. 24% have used a nail salon in the past 6 months.
  • 29% of Canadian women are “fashionistas”; they are concerned with their appearance, tend to follow fashion trends and maintain an active lifestyle to improve their appearance.
  • 22% of Canadian women are a “work in progress”; they aspire for a higher standard of appearance, including trying to lose weight most of the time.

PHD Canada’s EVP, Director Client Operations, Fred Auchterlonie states, “High quality consumer and media data is paramount to Canadian advertising and media companies. Vividata’s Survey of the Canadian Consumer provides rich insights for a broad range of clients.”

Media Highlights

  • 74% of Canadian adults read newspaper brand content in the past week, with over half accessing content via a mobile device. 1 in 4 newspaper brand readers searched online for a product, brand or service advertised in a newspaper, while just over 1 in 10 made a purchase.
  • 69% of adults in markets with a population under 100,000, read a community newspaper in the past month, and 54% in the past week. 1 in 6 weekly readers visited a retail store or restaurant advertised in a community newspaper.
  • 9 out of 10 Canadians read a magazine brand in the past three months. 1 in 3 magazine readers searched online for a product, brand or service advertised in a magazine, and nearly a quarter of readers used a discount offered in a magazine.
  • 1 in 4 Canadians watched videos in YouTube in the past week, with music videos as their top choice for videos watched.
  • 3 million Canadians have a paid subscription to an audio streaming service.

“As media consumption evolves, so too do our media measurement strategies across all media. This release offers new information on where Canadians consume media, how they consume it and what actions they take as a result.” Says Vividata’s President and CEO Pat Pellegrini, Ph.D.

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour.  It is the leading provider of cross platform audience measurement for publishers, marketers and media agencies.  The single source, syndicated study uses a probability-based sample of over 40,000 Canadians with results released quarterly.  A tripartite, not-for-profit organization, Vividata is governed by a Board of Directors representing the interests of Canadian publishers, agencies and advertisers.  To learn more, please visit www.vividata.ca

 

For more information:

Kirby Miller, Vividata Chair
Senior Vice-President and General Manager House & Home Media
416-723-3923

Vividata and Kantar release Trust in News study

Toronto, ON, July 18, 2018 – Vividata, (vividata.ca) a leading Canadian cross-media and consumer behaviour research firm, has partnered with Kantar on the release of the Trust in News Study.  The study delves into how Canadians feel about their news sources in the era of ‘fake news’, their preferred and trusted sources, and the importance of quality journalism.  The Trust in News study shows that 28% of Canadians feel that as a result of fake news, their trust in mainstream news has suffered.

“Trust in News is an important study for Vividata’s membership base and for Canadian journalism in general”, says Vividata President and CEO Pat Pellegrini, Ph.D. “News audiences are increasingly well informed and using more sources. We all want to have confidence that the content we read and share is accurate. By partnering with Kantar, who conducted Trust in News in a number of other markets globally, we can see key areas of strength and opportunity for news organizations here in Canada.”

The study also looks at Canadians’ willingness to pay for news, and finds that while 65% of news audiences feel they can access everything they want for free, there is a direct relationship between how trustworthy a source is and our willingness to pay for it. Adults under 55 years of age make up 59% of those paying for online news, while 1 in 4 adults aged 18-34 pay for online news.  Not unexpectedly, traditional media such as Print, TV and Radio are much higher on audience trust than social media websites and apps.

Discussing some of the other implications from the research, Mark Wood, Vice President at Kantar states, “Trust in media goes beyond the content as it impacts marketing. Advertising in trusted environments not only makes ads more effective as consumers pay more attention to the message, it also provides assurances of brand safety and ultimately protecting the reputation of your brand.”

Other findings from Trust in News include:

  • 48% of Canadians catch up on news more than once a day.
  • 25% use more sources for news than a year ago
  • 65% use a mobile device or tablet to access
  • Radio is the most trusted source at 82%
  • 38% of Canadians used Facebook for news in the past week, while 16% used YouTube

Phillip Crawley, Chief Executive Officer and Publisher at The Globe and Mail, and Vividata Vice-Chair, affirms, “While we see that traditional news media retain higher levels of trust, it is crucial to protect the quality of journalism that earned this loyalty. This release from Vividata and Kantar, when combined with Vividata’s extensive cross-media capabilities and understanding of consumer behaviours, can offer key learnings for online and offline publishers as well as those who plan and buy media.”

Trust in News is Vividata’s second new syndicated study to be released in 2018, and like the recently released Canadian Cannabis study, Trust in News is linked to their widely used Survey of the Canadian Consumer.

Based on a representative sample of 2,000 Canadians, the Trust in News study was fielded in April 2018.

About Vividata:

Vividata provides essential consumer intelligence to a wide range of companies including media agencies, media companies and advertisers in Canada and around the world. Offering the largest syndicated study in Canada, Vividata is the go to source for demographics, attitudes, life events, media, purchasing and brand preferences.

About Kantar:

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, including Kantar Millward Brown and Kantar TNS, provide inspirational insights and business strategies for clients in 100 countries including Canada.

For more information:

Tosha Kirk
VP Client Services
Vividata
tosha@vividata.ca

Vividata releases new study connecting its Spring 2018 Consumer Study to Canadians’ Attitudes toward Cannabis

Toronto, ON, July 5, 2018 – Vividata, (vividata.ca) a leading Canadian cross-media and consumer behaviour research firm, today released a landmark new study that integrates results from their Survey of the Canadian Consumer with the first Canadian Cannabis Study.

“This release provides unparalleled insights around consumers’ views on Cannabis, combined with in-depth knowledge of their habits across 200 consumer product categories, retail and media in Canada,” says Vividata President & CEO, Pat Pellegrini, Ph.D. “The legalisation of cannabis represents the most significant change in legal structure regarding a consumer good since prohibition of alcohol ended.  At the same time, we saw a gap in consumer research in this area and responded with high quality research to meet the needs of our current and expanding membership.”

Vividata’s Canadian Cannabis Study finds 52% of Canadian adults (aged 19+) in support of cannabis legalisation while 34% oppose, and 14% are undecided. The study also finds that the market potential for cannabis sales alone post legalisation could be as high as $8 billion. However, cannabis brands and government alike have several strong Canadian opinions to address as legalisation is rolled out; for example:

  • 88% agree that people should not drive after consuming cannabis.
  • 87% agree that rules around public consumption should be at least as strict as liquor laws.
  • 81% agree that cannabis packaging needs to specify effects on behaviour.

This release offers the ability to align these Canadians’ attitudes around Cannabis with how they consume media, how they shop and their many lifestyle and leisure activities.

  • 22% of Canadians (aged 19+) are current users of cannabis.
  • 1 in 4 shopped online in the past month on their mobile device.
  • 62% ate potato chips in the past month, and over index on Old Dutch brand potato chips and Hickory Sticks.
  • Current users are also much more likely than the general population to listen to podcasts; an index of 125.
  • 16% of Canadians (aged 19+) show some likelihood of consuming cannabis post legalisation.
  • One of the top motivations for potential users to try cannabis are for health/medical reasons. In fact, 59% of potential users used pain relievers in the past month.
  • 1 in 3 use vitamins, minerals, and/or herbal supplements daily.
  • 41% watched content on YouTube in the past week.

Vividata’s Chairman, Kirby Miller, SVP and General Manager, House & Home Media, states, “Vividata’s Board enthusiastically supports the new mandate to provide the industry with essential insights in areas where there is a need. The Canadian Cannabis Study is the first of these initiatives, and comes at a critical time for both marketers and media.”

About Vividata:

Vividata provides essential consumer intelligence to a wide range of companies including media agencies, media companies and advertisers in Canada and around the world. Offering the largest syndicated study in Canada, Vividata is the go to source for demographics, attitudes, life events, media, purchasing and brand preferences.

Vividata’s recently released Canadian Cannabis Study provides the first consumer centric understanding of current recreational and medicinal cannabis users and their consumption habits. It also captures how users and non-users feel about legalisation, preferred channels for cannabis education and distribution, potential consumption post legalisation and more.

For more information:

Tosha Kirk
VP Client Services
tosha@vividata.ca

Vividata’s Summer 2018 Study delves into what Canadians are planning, how they’re shopping, and how they’re accessing content across all media

Toronto, ON, Thursday June 21, 2018 – Vividata, (vividata.ca) Canada’s leading cross-media and consumer behaviour, today released their latest findings. Surveying 42,739 Canadians (aged 14+) from April 2017 through to March 2018, Vividata’s survey of the Canadian consumer is the largest cross-media research study in Canada.

“Vividata offers the industry an unparalleled look at how Canadians are spending their time with media. At Ricardo, this level of intelligence is key for us across our media brands.” Says Catherine Gaulthier, Toronto Sales Director at Ricardo Media. “We are excited to be part of their emergence as the leader in cross-media measurement in Canada.”

A sample of highlights from the Vividata 2018 Summer Study includes:

What Canadian Adults Are Planning

  • 800,000 Canadian adults expect to buy their first home in the next 12 months.
  • Just over 1 million plan to quit smoking.
  • Over 600,000 are expecting to become parents.
  • Over 1 million plan to start their own business.

Shopping

  • 35% of Canadian adults are price sensitive shoppers, for whom cost and special offers are important determinates to making a purchase.
  • In contrast to price sensitive shoppers, 26% of Canadians agree that they tend to make impulse purchases.
  • Once 2 out of 3 Canadians find a brand they like, they claim to stick to it.

Media Highlights

  • 74% of Canadian adults read newspaper brand content in the past week, with half accessing content via a mobile device.
  • While readers more actively access digital newspaper brand content on the weekdays, on weekends, 1 out of 2 readers read exclusively on print.
  • 71% of adults in markets with a population under 100,000, read a community newspaper in the past month, and 56% in the past week.
  • 9 out of 10 Canadians read a magazine brand in the past three months. 1 in 4 magazine readers searched online for a product, brand or service advertised in a magazine, while just over 1 in 10 made a purchase.
  • 11 million Canadian adults used Netflix in the past week and 7 out of 10 of them binge watched at least once in the past month.
  • Just over 1 in 3 Canadians stream music on a mobile device, with nearly 20% of them using Spotify.

Vividata’s Chair Kirby Miller, Senior Vice-President and General Manager, House & Home Media, said, “In the past few months, Vividata has done an incredible amount of work on creating unique segments of Canadian consumers and audiences in a number of verticals. These segments capture the behaviour and mindset of Canadians, and the industry has taken note. As companies look for unique and differentiating insights they are looking to Vividata as a trusted source and partner.”

About Vividata:

Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour. It is the leading provider of cross platform audience measurement for publishers, marketers and media agencies. The single source, syndicated study uses a probability-based sample of over 40,000 Canadians with results released quarterly.  A tripartite, not-for-profit organization, Vividata is governed by a Board of Directors representing the interests of Canadian publishers, agencies and advertisers. To learn more, please visit www.vividata.ca

For more information:

Kirby Miller, Vividata Chair
Senior Vice-President and General Manager House & Home Media
416-723-3923