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1. FINANCIAL Magazine & web users havehigher average household incomes Magazine readers collectively ownmore securities and savings (ex. home) Magazine and online users are better equipped financially to own and use a wide variety of financial products and services. Together, magazine readers have more savings and investments than other media consumers. An investment in magazine advertising puts advertisers in front of prime customers with the wherewithal to purchase financial services. Total securities/savings (ex. home) Magazines = 100 index Totalsecurities& savings(ex. home)in millions. $206.2 $91.7 $126.4 $184.6 $146.6 Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Source: PMB, Fall 2011 : A12+, Heaviest quintiles (1 & 2) 97Index 93Index 100Index 101Index 76Index Magazine readers use a wide variety of financial product/service providers Magazine readers are more likely to own a variety of financial products/services Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) MAGAZINESCANADA.CA
2. FINANCIAL 53% of Magazines readers take action after seeing a financial ad Magazine readers are more likely to have key events in the past/next 12 months Magazines engage by generating attention, respect and trust Which of the following mediums do you associate with…(medium) - Percentage 28% net Impact Actions(% positively impacted by the ad or recommended the product) 28% net Reference Actions (% actively seeking more info about the advertised product) Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) 21% net Purchase Actions (% purchased or considering purchase of the advertised product) Source: StarchMetrix Canada – Financial Category, April 2012 to March 2013 * Actions based on respondents who noted ads Source: Media Connections Study, BrandSpark International/Magazines Canada, July 2013 Magazine media make the connection with financial service users. MAGAZINESCANADA.CA