Canada's Cross Media Consumer Database

Pasquale A. Pellegrini and Hastings Withers

INTRODUCTION

This paper describes the new print readership, internet behavior and product usage database created in Canada using data from PMB Print Measurement Bureau and comScore digital measurement. PMB Print Measurement Bureau is Canada's leading syndicated study for single-source data on print readership, non-print media exposure, product consumption, brand usage and lifestyles. Its reputation is based on almost 40 years of accurate, in-depth measurement of Canadian consumer behaviour. PMB has over 500 corporate members including print publications, other media companies, advertising agencies, advertisers and educational establishments. comScore, Inc.is a publicly traded company and a global leader in measuring the digital world and of digital marketing intelligence. comScore Canada, a wholly owned subsidiary of comScore Inc., has been in operation in Canada since 2002 when it bought the operations of Media Metrix Canada. It uses a panel of almost 50,000 online Canadians, the largest of its kind in Canada.