CARF presents $3.5 million video media study in Toronto

Media in Canada

by Melita Kuburas

Canadian media buyers and publishers can see many fallacies about TV and online media consumption debunked in an upcoming presentation of a recent major American study this month in Toronto, says Paul Street, CTV’s director of research and chairman of the Canadian Advertising Research Foundation (CARF).

The Video Consumer Mapping (VCM) study, conducted on behalf of the Nielsen-funded Council for Research Excellence (CRE) cost about $3.5-million and took place over the course of a year, examining how people use TV, computers, mobile devices and other media. “In the absence of a similarly thorough study in Canada, we can learn many insights from our American cousins. Media use in the two countries is comparable in many media categories; it’s often the content choices that are at variance,” Street tells MiC.