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You might have some questions, and that's ok. Not only do we have data, we've got some answers too. Select from the questions below to learn more, and if you still don't have answers contact us, we're here to give you the data you need.

Membership Questions

How do I become a member of Vividata?

We have different categories of membership based on organization type.

Our membership categories include:

  • Publishers (Newspapers and Magazines)
  • Agencies
  • Advertisers
  • Affiliates

For more information on the category of membership your organization falls under, or to become a member please email us at

When is the next data release?

Vividata releases updated readership and product data four times a year.

Topline and summary results are available in the Member’s Area of this website upon each release. The full Vividata database is issued by our licensed software suppliers.

Scheduled release dates are:

Scheduled Release Dates
Winter 2018
Spring 2018
Summer 2018
Fall 2018

For information on the Fieldwork Periods for each release, take a look at our full Data Release Schedule.

Once I am a member, how do I get access to the data?

Access can be gained through Vividata’s software partners, Nielsen IMS or Telmar HMS. If you do not use either of these software companies, please contact us for more information.

What training is available?

We are dedicated to enabling our members to use Vividata to its full potential.

One of the training resources we provide to our members is our Media School. The Media School guides you through the wealth of data available on our survey, the methodology behind the survey, and how to analyse, interpret, and communicate insights you gain from the data we provide.

We also offer customized presentations and hands-on workshops to our members. Our flexible in-person or online training allows us to tailor a program to suit your needs. To schedule training or to register for the Media School, please contact us.

Survey Questions

What is your sample size and where do you measure?

We measure over 35,000 Canadians, aged 14+, annually. We survey respondents nationally and within 50+ local markets.

For more details on the study, take a look at our About Us page.

Is the new sample representative of Canadians?


The new Vividata study has captured a sample of Canadians that is different from previous studies. Comparisons with Statistics Canada benchmarks indicate the sample is representative of the Canadian population. Respondents are recruited by home phone and cell phone, and oversampling of 18-24s is done by river sampling.  The new recruitment methods ensure more complete coverage of residents living in multi-unit dwellings, those without a home phone, 18-24 year olds, and senior managers and professionals. Respondents are interviewed 7 days a week year round, and include even the smallest communities coast to coast.

Is this an online panel?


Online panels consist of people who have been recruited for the purpose of completing many surveys over a long period of time. They are rarely a representative sample of consumers. Vividata contacts individuals using a random, probability based sample of over 40,000, age 12+ who are recruited ONLY for this study.

Questionnaires must be completed online?


Respondents are invited to participate online, and are also provided with low tech options. Most choose the online option, resulting in a sample that is mostly internet-capable.

What is Average Issue Readership?

Average Issue Readership (AIR), is our main measure of readership. AIR is the number of people who have read or looked at an average issue of a publication. This definition is based on the number of survey respondents who say they have last read a publication within its publication interval. The AIR calculation varies depending on the publication interval. For example:

Publication Interval: Readership:
7 Issues Per Week (Daily) Read Yesterday
4-6 Issues Per Week Read In Past 2 Days
3 Issues Per Week Read In Past 3 Days
2 Issues Per Week Read In Past 4 Days
Weekly Read In Past Week
Biweekly Read In Past 2 Weeks
Monthly Read In Past Month
Bimonthly Read In Past 2 Months
Quarterly Read In Past 3 Months

For daily newspapers, AIR is available for both weekday, and weekend (Sat/Sun) editions. The above is a generalized explanation of how AIR is calculated for publications.

What is recent reading?

The concept of recent reading is that someone counts as a reader of a publication if they have read any issue within the appropriate qualifying interval. Qualifying interval is “yesterday” for daily newspapers and “past month” for monthly magazines. Recent reading is the most commonly used methodology around the world.  In the Vividata study, respondents are shown an image of the front cover logo and asked when they last read any issue of that publication.

What is Total Print/Digital?

The unduplicated audience of print and digital platforms.

How do you read a Vividata crosstab?

To view a step by step guide on how to read a Vividata crosstab report, click here.

Population vs. Household Weighting

Weighting is the process of projecting respondents of a survey to a population of people. This can be done at an individual or household level. The Vividata survey is largely comprised of INDIVIDUAL answers to questions. For example:

Allergy And Sinus Remedies: Personally used in past 6 months?

However, a number of the questions are based on the characteristics of the entire HOUSEHOLD. For example:

Food Shopping: Household shopped for groceries in past 6 months?

The default setting for weighting in the software is “Population”. However, when analyzing questions based on household usage, the weighting scheme should be changed to “Household”.

Filter Questions

Filter questions, or contingency questions, are used to determine if a survey respondent is qualified or experienced enough to answer a subsequent question. The Vividata survey contains a number of questions that are preceded by a FILTER question. For example:

Jewellery: Personally bought in past 12 months?
Answer: Yes/No

Subsequent questions related to this category will only have been asked of those who “screened in” by answering yes. For example:

  • Amount Spent
  • Types Purchased
  • Where Purchased

The initial filter question should be placed as a column when looking at data. This will provide more targeted data as non-users are being eliminated.


Ready to dig into the data?

Our reports will help you dig deeper into the consumers of your brand, and paint a vivid picture of the Canadian Consumer. Contact us today, to learn more about membership and purchasing our studies.


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