1

TV Viewing TrendsPembroke CM - Diary

Updated Spring 2014

2

Maps & Demographics

Market Info

3

Pembroke CMWhere is it?

BC

ABSK MB

ONQC

NL

NBNS

PE

NL

YT

NTNU

4

EM Map

5

Pembroke CM Demographics

P2+

P2-11

P12-17

P18+

P18-34

P18-49

P25-54

P35-54

P55+

F18+

F18-34

F18-49

F25-54

F35-54

F55+

M18+

M18-34

M18-49

M25-54

M35-54

M55+

0 20 40 60 80 100 120

99.9

10.3

6.5

83.0

22.0

41.6

40.3

28.0

33.1

41.4

10.2

19.7

19.5

13.7

17.6

41.6

11.8

21.9

20.9

14.3

15.6

Population Estimates (000)

Source: BBM Canada Geographical Reference Guide 2011-2012

6

Reach, Time Spent, Average Quarter Hour Audience

People Aged 2+

7

People 2+ - Weekly Reach %

Run of Schedule: M-Su 6a-2a

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0

102030405060708090

10098.2

95.095.2 95.498.190.5

94.4 94.291.9 95.094.189.791.8 9395.2 95.593.4 2006

20072008200920102011201220132014

8

People 2+ - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0

5

10

15

20

25

30

23.8

20.121.9

20.9

24.0

20.422.3

20.9

23.8

21.021.5 20.621.9

18.219.6 20.521.1

200620072008200920102011201220132014

9

People 2+ - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall02468

101214161820

16.5

14.015.2

14.6

16.8

14.5

15.815.1

17.2

15.115.314.7

15.6

13.214.3

15.215.3

200620072008200920102011201220132014

10

People 2+ - Weekly Reach %

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0

102030405060708090

10096.9

90.590.9 91.693.185.3

88.8 86.987.5 90.389.085.487.3 86.8

90.6 92.786.4

200620072008200920102011201220132014

11

People 2+ - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0

2

4

6

8

10

12

10.5

8.99.1 9.19.8

8.79.1 9.1

10.0

8.89.1 9.19.3

7.7

8.6 8.68.5

200620072008200920102011201220132014

12

People 2+ - AQH Audience (000)

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall05

10152025303540

36.5

30.831.6 31.8

34.4

30.732.1 32.8

36.2

31.832.3 32.433.2

28.0

31.2 32.231

200620072008200920102011201220132014

13

Reach, Time Spent, Average Quarter Hour Audience

Children Aged 2-11

* Due to a small sample size, data cannot be provided for this audience

14

Reach, Time Spent, Average Quarter Hour Audience

Teens Aged 12-17

* Due to a small sample size, data cannot be provided for this audience

15

Reach, Time Spent, Average Quarter Hour Audience

Adults 18+

16

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.098.1 95.294.9 96.098.2

92.095.1 95.093.5 94.593.590.092.9 94.296.2 95.9

92.1 200620072008200920102011201220132014

Adults 18+ - Weekly Reach %

Run of Schedule: M-Su 6a-2a

17

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

5.0

10.0

15.0

20.0

25.0

30.0

25.3

22.023.8 23.0

26.6

22.2

25.023.0

26.2

22.623.1 22.224.1

20.122 22.222.9

200620072008200920102011201220132014

Adults 18+ - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

18

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.02.04.06.08.0

10.012.014.016.018.0

14.1

12.313.3 13.0

15.0

12.7

14.313.5

15.4

13.413.713.2

14.3

12.113.3 13.813.9

200620072008200920102011201220132014

Adults 18+ - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

19

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.097.6

93.892.0 92.296.5

89.092.0 90.591.1 90.489.986.6

90.3 90.493.8 94.4

87.5200620072008200920102011201220132014

Adults 18+ - Weekly Reach %

Prime: M-Su 7p-11p

20

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

11.7

10.110.2 10.111.1

9.710.4 10.2

11.2

9.710.0 10.110.4

8.89.7 9.79.5

200620072008200920102011201220132014

Adults 18+ - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

21

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.032.7

28.028.4 28.5

31.3

27.829.8 29.8

32.9

28.829.5 29.930.8

26.4

29.3 30.228.8

200620072008200920102011201220132014

Adults 18+ - AQH Audience (000)

Prime: M-Su 7p-11p

22

Reach, Time Spent, Average Quarter Hour Audience

Adults 18-34

* Due to a small sample size, data cannot be provided for this audience

23

Reach, Time Spent, Average Quarter Hour Audience

Adults 18-49

24

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.097.4

92.994.0 94.096.9

86.492.3 93.089.9 92.892.9

83.587.8 90.4

94.4 93.489.4

200620072008200920102011201220132014

Adults 18-49 - Weekly Reach %

Run of Schedule: M-Su 6a-2a

25

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

5.0

10.0

15.0

20.0

25.0

21.1

17.718.1 18.6

22.0

17.318.016.0

18.516.6

18.2

15.616.6

13.2

15.3 1617.3

200620072008200920102011201220132014

Adults 18-49 - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

26

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.01.02.03.04.05.06.07.08.0

6.5

5.45.6 5.7

6.8

5.45.6

5.1

6.0

5.15.5

4.74.9

3.9

4.554.9

200620072008200920102011201220132014

Adults 18-49 - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

27

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.097.4

91.290.9 88.895.2

82.388.8 86.486.8 87.587.3

78.384.6 86.8

90.9 91.2

83.1

200620072008200920102011201220132014

Adults 18-49 - Weekly Reach %

Prime: M-Su 7p-11p

28

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

2.0

4.0

6.0

8.0

10.0

12.0

10.0

8.28.3 8.6

9.7

7.98.5

7.98.7

7.58.4

7.77.8

6.57.3 7.37.5

200620072008200920102011201220132014

Adults 18-49 - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

29

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.02.04.06.08.0

10.012.014.016.018.0

15.3

12.612.8 13.2

15.0

12.3

13.412.7

13.9

11.4

12.6

11.511.3

9.610.8 11.110.8

200620072008200920102011201220132014

Adults 18-49 - AQH Audience (000)

Prime: M-Su 7p-11p

30

Reach, Time Spent, Average Quarter Hour Audience

Adults 25-54

31

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.098.3 95.396.9 96.597.1

90.393.3 93.693.5 93.693.0 92.089.3 92.395.4 93.991.7 2006

20072008200920102011201220132014

Adults 25-54 - Weekly Reach %

Run of Schedule: M-Su 6a-2a

32

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

5.0

10.0

15.0

20.0

25.0

30.0

21.420.020.1 20.9

24.2

18.820.5

19.121.4

20.119.2 18.919.1

16.217.5 18

19.6

200620072008200920102011201220132014

Adults 25-54 - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

33

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall012345678

6.46.05.9

6.3

7.4

5.9

6.6

5.9

6.9

5.95.6

5.45.6

4.85.2 5.4

5.7

200620072008200920102011201220132014

Adults 25-54 - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

34

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.098.3

94.592.8 94.596.0

86.290.6 88.891.4 89.690.5 89.7

85.890.2

93 93.387.2

200620072008200920102011201220132014

Adults 25-54 - Weekly Reach %

Prime: M-Su 7p-11p

35

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

2.0

4.0

6.0

8.0

10.0

12.0

10.7

9.29.5 9.710.6

8.79.5 9.3

9.89.19.0 9.29.0

7.88.18.58.6

200620072008200920102011201220132014

Adults 25-54 - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

36

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.02.04.06.08.0

10.012.014.016.018.0

16.0

13.813.914.6

16.3

13.7

15.3

14.2

15.8

13.313.2 13.113.2

11.51212.912.6

200620072008200920102011201220132014

Adults 25-54 - AQH Audience (000)

Prime: M-Su 7p-11p

37

Reach, Time Spent, Average Quarter Hour Audience

Adults 35-54

38

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.097.6 95.196.5 96.596.6

89.796.0 96.8

92.796.1

91.394.592.2 93.693.1 94.794.0 2006

20072008200920102011201220132014

Adults 35-54 - Weekly Reach %

Run of Schedule: M-Su 6a-2a

39

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

5.0

10.0

15.0

20.0

25.0

30.0

22.520.821.2

22.2

25.2

19.1

22.0 21.721.622.7

20.021.321.9

18.018.5

20.921.9

200620072008200920102011201220132014

Adults 35-54 - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

40

Adults 35-54 - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.0

1.0

2.0

3.0

4.0

5.0

6.0

5.0

4.64.7 4.6

5.2

4.1

4.7 4.64.6 4.7

4.14.34.4

3.63.74.1

4.4

200620072008200920102011201220132014

41

Adults 35-54 - Weekly Reach %

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.097.6

94.092.2 94.395.9

84.4

94.8 93.391.4 93.488.5

94.090.8 91.5

95.1 93.993.8 200620072008200920102011201220132014

42

Adults 35-54 - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.0

2.0

4.0

6.0

8.0

10.0

12.011.0

9.59.810.5

11.0

8.7

10.1 10.410.3 10.4

9.1

10.310.1

8.69.2

9.79.6

200620072008200920102011201220132014

43

Adults 35-54 - AQH Audience (000)

Prime: M-Su 7p-11p

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

12.2

10.610.9 10.911.4

9.4

10.9 11.111.0 10.8

9.410.210.1

8.69.3 9.59.6

200620072008200920102011201220132014

44

Reach, Time Spent, Average Quarter Hour Audience

Adults 55+

45

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.099.4 98.595.8 98.499.7 99.398.8 98.298.1 96.696.0 97.198.3 97.397.6 99.497.1 2006

20072008200920102011201220132014

Adults 55+ - Weekly Reach %

Run of Schedule: M-Su 6a-2a

46

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.05.0

10.015.020.025.030.035.040.0

32.5

28.2

32.3

29.1

33.9

29.7

35.132.2

36.1

29.731.3 30.5

33.6

27.630.3 29.829.6

200620072008200920102011201220132014

Adults 55+ - Weekly Time Spent - Hours

Run of Schedule: M-Su 6a-2a

47

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.01.02.03.04.05.06.07.08.09.0

6.5

5.6

6.56.0

7.0

6.2

7.36.9

7.7

6.87.1 7.2

7.9

6.8

7.5 7.57.5

200620072008200920102011201220132014

Adults 55+ - AQH Audience (000)

Run of Schedule: M-Su 6a-2a

48

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV

Spring Fall0.0

10.020.030.040.050.060.070.080.090.0

100.098.2 97.2

93.7 96.097.5 98.596.0 96.296.1 93.694.7 95.796.5 93.896.4 98.591.9 2006

20072008200920102011201220132014

Adults 55+ - Weekly Reach %

Prime: M-Su 7p-11p

49

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; Per Capita Hours based on BBM population estimates

Spring Fall0.02.04.06.08.0

10.012.014.016.0

14.4

12.612.812.0

13.212.412.7 13.0

14.5

12.112.8 12.9

13.7

11.2

12.6 12.511.9

200620072008200920102011201220132014

Adults 55+ - Weekly Time Spent - Hours

Prime: M-Su 7p-11p

50

Source: BBM Canada ; InfoSys+TV Diary; Pembroke CM; Total TV; AQH = Average Quarter Hour Audience

Spring Fall0.02.04.06.08.0

10.012.014.016.018.0

14.4

12.612.7 12.4

13.712.813.1

13.9

15.5

13.914.6

15.216.1

13.8

15.5 15.714.9

200620072008200920102011201220132014

Adults 55+ - AQH Audience (000)

Prime: M-Su 7p-11p