By: E&P Staff
Almost 50% of people in Canada’s four largest markets read a newspaper on an average weekday, according to the latest results from the Newspaper Audience Databank (NADbank).
NADbank measures readership for Toronto, Montreal, Vancouver, and Ottawa-Gatineau. The data for this survey was conducted in the fall of 2006 and the spring of 2007.
Vancouver tops the four markets with the highest average weekday readership of 53%, followed by Ottawa-Gatineau and Montreal, both at 51%, then Toronto at 47%.
On Sunday, print readership falls compared to daily readership. Twenty-eight percent of adults read a Sunday newspaper in Toronto, 35% do so in Montreal, 23% in Vancouver, and 33% in Ottawa-Gatineau.
The Ottawa Citizen can claim the most daily readers in its market at 28%. In Toronto, 23% of adults read the Toronto Star. Twenty-six percent of adults read The Vancouver Sun on an average weekday while 21% of adults read Le Journal de Montreal.
In Toronto 20% of adults read a newspaper online each week, 15% of adults do so in Montreal and Vancouver respectively, and 22% of adults in Ottawa-Gatineau.