comScore, PMB release the fourth fused database in Canada

"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% of heavy social media users in Canada are ages 18-24. This group is 33% more likely than the average Canadian to use anti-frizz shampoo, 42% more likely to shop at Banana Republic and 45% more likely to have watched a TV show online.