Common Audience Segments - thinkTV
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Common Audience Segments
Optimized Linear TV
COMMON AUDIENCE SEGMENTS
The Common Audience Segments have been built using data from Statistics Canada
(Total Canada) and Environics Analytics’ proprietary, privacy-compliant databases and
segmentation systems, specifically:
PRIZM
DemoStats
HouseholdSpend
SocialValues
WealthScapes
Opticks Automotive Powered by IHS – Markit (TVIO)
TM
Opticks Powered by Numeris
Opticks Powered by VividataOptimized Linear TV
COMMON AUDIENCE SEGMENTS
1. APPetizing 14. I Planet Earth
2. Burgeoning Families 15. Java Joints
3. Deep Pockets 16. Keeping it Clean
4. Empty Nesters 17. Looking Beautiful
5. Family Sit Downs 18. Middle Age Achievers
6. Fashionistas 19. My New Ride
7. First in Line 20. Prosperous Parents
8. Fledgling Families 21. Quick Serve Restaurants
9. Good Sports 22. Small Cars
10. Great Getaways 23. SUVers
11. Grocery Big Spender 24. Technophiles
12. Health and Beauty Sampler 25. Truckin’
13. Home Improvers 26. Young Diverse FamiliesOptimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in downtown
Median HOH 42 Kids under age 9
and suburban areas like
Toronto, Markham,
Income: Work: Vancouver, Calgary,
$121k Average HH White Collar
and Edmonton.
APPetizing Media Highlights
are regular, frequent
users of food delivery,
Linear TV Online OTA Radio Streaming
takeout and meal kits. Moderate Use: Heavy Use: Light Use: Heavy Use:
Reality TV, Children’s Career/Job Search, Dance, Traffic, Podcasts, Sports
Often younger Programs, Sci-fi, and Investments, and Sports Content, and
families with white Comic Book Shows Restaurant Guides Video on Demand
and Reviews
collar backgrounds,
they’re big food lovers
Mindset Lifestyle Spend On
and enjoy new tastes
They are often willing to Order food from apps Food and alcohol –
and trends. try something new and and online delivery from stores, bars, and
when they find services. restaurants. Enjoy live
something great they They see food and events, entertainment,
are more than happy to experiences as a way and cinema.
evangelize it among to sample different
their peer group. cultures.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them out west in newer
Median HOH 49 Kids under age 9 detached homes in Calgary,
Edmonton, Vancouver,
Income: Work: Burnaby and Grande Prairie,
$123k Average HH White Collar, Some and in Ontario in Markham,
Trades
Vaughan, Milton and Ajax.
Burgeoning Media Highlights
Families
are younger, upper- Linear TV Online OTA Radio Streaming
Moderate-Light Use: Heavy Use: Moderate Use: Heavy Use:
middle income DIY, Reality Shows, Social Media, Alt Rock, Sports, Podcasts,
Basketball, Children’s Investments, E-books, and Traffic Subscription Video,
families living Programs, Sci-fi, and Video /Photo Sharing, and Music Services
comfortable, active, Comedies and Career Search
child-centered
lifestyles in newer Mindset Lifestyle Spend On
suburbs. They Optimistic, they believe Drive imported cars, Gardening, home
hard work pays off. buy bulk food, and furnishings, home
participate in sports Care for appearance, never want to miss entertainment devices,
and frequent local quick adopters of tech, favourite live events. live sports and
and often inspired by Active online performing events,
arenas and parks. ads. shoppers for event toys, apparel, and
outdoor and sports
tickets, travel, sports
equipment, grocery, equipment.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada. and furniture.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in houses and
Median HOH 54 Families with children high-rises in and around
King, Oakville, Richmond
Income: Work: Hill, Toronto, Vancouver,
$178k Average HH White Collar North Saanich, Canmore,
and Mont-Royal.
Deep Pockets Media Highlights
have net worth of
more than $1 million,
Linear TV Online OTA Radio Streaming
living in stylish Moderate Use: Heavy Use: Moderate Use: Moderate Use:
Sports, Late Night Talk Investment, Real Estate,
Traffic, Jazz, Podcasts
homes in and around Shows, Business News, Photo/Video Sharing,
News/Talk, and
Reviews, Coupons,
Travel, Home Reno,
Canada’s largest Basketball, and Figure
Magazines, Research Classical
Products, and
Skating
markets. Well- Fashion/Beauty
educated, they earn
Mindset Lifestyle Spend On
upscale incomes from
Affluent but not insular, They attend opera, Home improvement,
white-collar positions they have strong ballet, and symphony gardening, home
connections to their concerts frequently. furnishings, computers
in business, finance, local communities. Put They will pay more for and home theatre,
and science. effort toward health, environmentally-friendly going for drinks,
and spend for style and products and are likely sporting and live
homes. to have loyalty cards for performing arts events,
airlines. apparel, and travel.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in detached
Median HOH 60 Families with children homes in Ottawa, Hamilton,
London, Brighton, Niagara-
Income: Work: on-the-Lake, St. Catharines,
$125k Average HH White Collar White Rock, Delta, Nanaimo
and North Vancouver
Empty Nesters Media Highlights
are older, upscale
families who are retired
Linear TV Online OTA Radio Streaming
or approaching Moderate Use: Light Use: Moderate Use: Light Use:
News, Home Investment, Travel, Classical, Oldies, Podcasts and
retirement from long- Improvement, DIY, Real Estate, News/Talk Video Subscription
tenured positions in Curling, CFL, and Photo/Video Sharing,
Figure Skating and Coupons
management and public
service. They are often
Mindset Lifestyle Spend On
seen vacationing at
Proud of their Active, they go for Garden, home reno,
cottages and on cruises, country and their golfing, bird home furnishings, home
or fine dining in local accomplishments. watching, boating or audio/video, computers,
Confident in their driving recreational lottery and casinos, live
restaurants. way of living. Take vehicles for trips. performing arts events,
care of their health. Gardening, baking, recreational vehicles,
Open to different crafting, or studying and over-the-counter
cultures. the family tree. pharmaceuticals.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in detached or row
Median HOH 51 Families with children houses in midsize and small
markets like Saskatoon,
Work: Regina, Squamish, Whistler,
Income:
$103k Average HH Mix of White and Prince George, Severn,
Blue Collars Whitby, Kitchener, Lethbridge,
and Red Deer.
Family Sit Media Highlights
Down are Canada’s
most frequent visitors to Linear TV Online OTA Radio Streaming
Moderate Use: Moderate Use: Moderate Use: Moderate Use:
casual dining Reality TV, DIY, Talk Place or respond to Modern Rock, Podcasts,
Shows, News, Classified Ads, Real Classic Rock, and Streaming Radio,
restaurants. Living a Comedies, CFL, Estate Listings, New Country and Video
Curling, and Coupons, and
traditional way of life, Entertainment News News Sites
Subscription
their idea of a weekend
splurge is going to a Mindset Lifestyle Spend On
sporting event, craft Budget conscious, they Likely driving a Lotteries, casinos, live
would not pay more for domestic truck, they sporting events, craft
show, or simply the brand name products. are patrons of local and art materials, baby
closest ice cream shop. Prefer country over city, theatre, arenas and care, recreational
happy where they are, fairs. vehicles, and trailers.
would make personal Sewing, crafting, and
sacrifices to meet the DIY at home. Likely to
needs of family. have a coffee shop
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada. loyalty card.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in houses or high-
Median HOH 46 Families with children rises in big and small markets
like Toronto, Vancouver,
Work: Mississauga, Markham,
Income:
$139k Average HH White Collar Vaughan, Richmond Hill,
Laval, Levis, and Gatineau.
Fashionistas Media Highlights
are top spenders on
clothing, spending
Linear TV Online OTA Radio Streaming
close to $5k on Moderate – Light Use: Heavy Use: Moderate Use: Heavy Use:
Children’s Programs, Video/Photo Sharing, Social Sports, Traffic, Podcasts, Video
average annually. Business News, Media, Sports, Celebrity News, and Top40 Subscription, and
Entertainment, Gossip, Investment, Career,
With fashion in mind, Basketball, and Price Comparisons, Store
Music Services
Animated Series Offers, and Coupons
they choose clothes
with great care and
Mindset Lifestyle Spend On
try to keep abreast of
Trend influencers, they Sports fans, they also Clothing, makeup, skin
the latest in style and lead in brand and frequent night clubs and care, home furnishings,
product adoption. theme parks. drinks, sports and live
fashions. Optimistic with a desire to performing arts events,
Likely have loyalty cards
impress through children’s toys, and
appearance. With an
for airlines, coffee shops,
or department stores. outdoor and sports
attraction to crowds, they
Active online shoppers equipment.
like to pursue novelty.
for cosmetics and sports
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada . equipment.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in dense urban
Median HOH 43 Kids under age 9 areas like Toronto, Montreal,
Calgary, Edmonton,
Work: Vancouver, and Ottawa.
Income:
$118k Average HH White Collar
First in Line are Media Highlights
driven to be the first to
have, experience, or
Linear TV Online OTA Radio Streaming
see the latest. Likely to Moderate Use: Heavy Use: Moderate Use: Heavy Use:
Animated Series, Social Media, Dance, Top40, Audiobooks,
be seen lining up for Sci-fi, and Comic Career/Job Search, and Sports Streaming Video,
what’s hot and new – book Shows and Real Estate and Video on
Demand
whether a smartphone
or a restaurant –
Mindset Lifestyle Spend On
they’re often young,
This group is really Constantly seeking new Living downtown,
diverse professionals interested in novelty interesting experiences. including the necessities
and are willing to pay Subscribe to the adage of young, urban
living in the coolest for unique experiences lifestyles: clothing,
“work hard, play hard”.
sections of big cities. they can tell their Extremely active on restaurants, tech, and
friends about. They’re recreation.
social media.
optimistic about the
future.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in older homes
Median HOH 53 Kids under age 14 in/near midsize markets
like Winnipeg, Hamilton,
Work: Windsor, Barrie, Halifax,
Income:
$96k Average HH Blue Collar and and Lethbridge.
Skilled Trades
Fledging Media Highlights
Families
are suburban and Linear TV Online OTA Radio Streaming
Moderate Use: Moderate Use: Heavy Use: Moderate to Heavy Use:
heartland families Adult Animated Games and Country, Rock, Above average for radio
Series, Sitcoms, Contests, Coupons, and Religious stations and at/just
with blue-collar jobs, Curling, CFL, and and Social Media below average for free
streaming video
younger kids, and Competition Shows
salt-of-the-earth
values. Mindset Lifestyle Spend On
They enjoy the great Drive domestic autos, Hardware/tools, lawn
outdoors and the especially pickups and and garden, automotive
comfort of their local compact SUVs. accessories, recreational
communities. Value Buy deli meats, frozen vehicles, gaming, and
work ethic and foods, desserts, and hot home improvements.
practicality; not drinks to go.
looking to show off. Support local teams;
hometown spirit.
Sources: Environics Analytics’ PRIZM, IHS TVIO, Vividata, Numeris, Statistics
Canada, Total CanadaOptimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in high rises or
Median HOH 46 Kids under age 9 houses in culturally diverse
suburbs like Mississauga,
Work: Hamilton, Langley and
Income:
$123k Average HH White Collar Surrey.
Good Sports Media Highlights
are the biggest
consumers of hockey,
Linear TV Online OTA Radio Streaming
baseball, and Moderate Use: Heavy Use: Moderate Use: Heavy Use:
Major League Sports, Pro Sports News and Dance, Sports, Podcasts, Digital
basketball content. Soccer and Wrestling, Updates, Investments, Hip Hop/Rap, Audio, and Sports
Dynamic up-and- Reality TV, Sitcoms, Beauty/Fashion, and and News Highlights
and News Career/Job Search
comers who enjoy all
kinds of sports
Mindset Lifestyle Spend On
content, sitcoms,
Image and status Out-and-about at Interior renovations,
news, and conscious, expressed sports events, concerts, home furnishings, and
via their homes and and cultural events. home tech, clothing,
competition shows. appearance, as well as Active in fitness and food, and recreation.
a pursuit of originality, playing sports.
and a variety of Big spenders –
cultural experiences. especially lifestyle buys
and status indicators.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in newer high
Median HOH 49 Mix of Family Types rises and row houses in
big cities and regional
Work: centres like Toronto,
Income:
$111k Average HH White Collar Vancouver, Ottawa,
and Halifax.
Great Media Highlights
Getaways
are Canada’s top Linear TV Online OTA Radio Streaming
Moderate Use: Moderate Use: Moderate Use: Heavy Use:
travel spenders. Business Programs, E-books, Restaurant Dance, Jazz, Podcasts, Video on
Documentaries, Music Reviews, Podcasts, and Classical Demand, and Music
They are middle- Programs, Basketball, Career/Job Search, Services
aged couples and and Soccer and Travel Content
families with an
interest in exploring Mindset Lifestyle Spend On
destinations near Love exploring new Willing to spend on Home electronics, indoor
cultures. airfare, vehicle rentals, furniture, personal care,
and far. and accommodations. cosmetics, clothing,
Seek status and
Appetite for self- memberships,
recognition through
arranged and entertainment, travel,
brands and
packaged travel. and performing arts.
experiences; like
feeling unique. Destinations in Canada
and around the globe.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in large
Median HOH 47 Families with Children houses in markets like
Oakville, Halton Hills,
Work: Milton, North or West
Income:
$166k Average HH White Collar Vancouver, Calgary,
Ottawa, and Toronto.
Grocery Big Media Highlights
Spenders
are top spenders on Linear TV Online OTA Radio Streaming
Light - Moderate Use: Heavy Use: Moderate Use: Heavy Use:
food, spending $19k Children’s Programs, Video/Photo Sharing, Sports, Alt. Rock, Podcasts,
Basketball, Cartoons, Social Media, All-News, and Subscription Video
on average annually. Sci-fi, and Soccer Coupons, Sports, and Top 40 and Music Services
They are often Price Comparisons
sprawling families
with teenage children Mindset Lifestyle Spend On
living in well- Committed to living a Participate in lots of Garden and home
healthy and wholesome outdoor sports and improvement, home
attended homes in lifestyle. Give back to travel extensively. Buy furnishings, computers
community through bulk food. Likely to have and home theatre, food
and around large loyalty cards for airlines
volunteering and and drink, sports
and coffee shops. Drive
major cities. donations. Make great
imported SUVs. Active
equipment, live events,
efforts to care for their online shoppers for and travel.
home. travel, games, and
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada . beauty products.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in multicultural
Median HOH 46 Kids under age 14 urban and suburban areas
like Toronto, Ottawa,
Work: Brampton, Mississauga,
Income:
$118k Average HH White Collar Surrey, and Victoria.
Health & Beauty Media Highlights
Samplers
are impulse shoppers Linear TV Online OTA Radio Streaming
Light Use: Moderate Use: Light Use: Heavy Use:
with strong spend in the Children’s Programs, Beauty/Fashion, News/Traffic, Podcasts, Sports
Sports, Reality, Investments, Top40, and Sports Content, and
personal care category. Entertainment News, Career/Job Search, Subscription Video
and Late Night
Image conscious and Talk Shows
and Sports on Demand
curious, they want the
best and don’t mind Mindset Lifestyle Spend On
shopping around. They always want to be They are willing to try Over-the-counter
putting their best foot different products to pharmaceuticals, makeup,
forward by making see which works the skincare, cleaning
themselves or their best. products, clothing, home
homes beautiful and They love to entertain furnishings, and children’s
will evangelize products family and friends at toys.
and brands they love. home.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in established
Median HOH 53 School age kids areas in Calgary,
and teens Vaughan, Oakville, North
Work: Vancouver, and Halifax.
Income:
$155k Average HH White Collar
Home Media Highlights
Improvers
are big spenders on Linear TV Online OTA Radio Streaming
Moderate Use: Moderate Use: Moderate Use: Heavy Use:
home renovations, Basketball, Baseball, E-books, Coupons, Traffic and Top40 Podcasts, Video
DIY, Home Sports, Magazines, Content (ad-supported
décor, and appliances. Improvement, Real Estate, and and subscription),and
They see their homes as and Sitcoms Investments Music Services
a reflection of their
achievements and their Mindset Lifestyle Spend On
hopes for their families. Image and status SUV Crowd: compact, Practically all categories
conscious, especially intermediate, and at strong rates: home
about their homes. luxury. Fresh produce goods/maintenance,
Value a strong family and baked goods; clothing, education,
identity. Open to new outdoor family activities. personal care, groceries,
ideas. Read consumer reviews and entertainment.
online and attend home
shows.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in newer
Median HOH 51 Singles and Couples apartments or condos in
large markets like Toronto,
Work: Montreal, Ottawa,
Income:
$113k Average HH White Collar Hamilton, and Vancouver.
I Planet Earth Media Highlights
are Canada’s biggest
fans of sustainability.
Linear TV Online OTA Radio Streaming
They’ve invested in eco- Moderate Use: Moderate Use: Moderate Use: Moderate Use:
Business News, E-books, News, Online Jazz, Classical, Podcasts, Video,
friendly options for Basketball, Tennis, Shopping, Real Estate Traffic, and Music
home comfort, and Soccer Listings, and Restaurant Multi/Specialty
Guides/Reviews
transportation, personal
care and cleaning, and
Mindset Lifestyle Spend On
are willing to spend
Progressive values: Try to choose Home décor and
more for a smaller considering the sustainable products renovations, home
environmental impact even if more costly. tech equipment,
footprint. and footprint, seeking Choose to walk, bike, or cosmetics, personal
to learn from others, transit. Buy green when care, apparel,
and actively managing available. They are jewellery, bars,
their health. active online shoppers, restaurants, and
including grocery and live events.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .
cosmetics.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in smaller cities
Median HOH 47 Kids under age 9 in central and eastern
Canada like Halifax,
Work: St. John’s, Kitchener,
Income:
$113k Average HH White Collar and Ajax.
Java Joints Media Highlights
are high-frequency
coffee shop guests who
Linear TV Online OTA Radio Streaming
like their caffeine fix Light Use: Heavy Use: Light Use: Heavy Use:
Sports, Entertainment Social Media, Online News/Traffic, Audio and Sports
and daily escape to News, and Dating, Beauty, Top40, and Content
their local java joint. Sci-fi/Fantasy and Fashion Modern/Alt Rock
Often busy, young
professionals with
Mindset Lifestyle Spend On
growing families.
They like being They live busy lives Children’s toys, live
marketed to by their trying to climb the sporting events,
favourite brands. corporate ladder technology for their
Seek recognition for while raising their homes, and
their hard work and young children. breakfasts, lunches,
aren’t afraid to treat They are more than dinners, and snacks
themselves when the happy to pay for outside the house.
opportunity arises. convenience.
Sources: Environics Analytics’ PRIZM, IHS TVIO,
HouseholdSpend™, Vividata, Numeris, Statistics Canada, Total CanadaOptimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in suburban
Median HOH 47 Kids under age 14 areas around big and
midsize cities like Calgary,
Work: Edmonton, Winnipeg,
Income:
$147k Average HH White Collar Oakville, Vaughan, and
Saguenay.
Keeping it Clean Media Highlights
are Canada’s top
spenders on detergents,
Linear TV Online OTA Radio Streaming
soaps, and other Moderate Use: Moderate Use: Light Use: Heavy Use:
Children’s Programs, Home Improvement, Sports, Top40, Audio and
household cleaning Sports, and Reality Home Décor, Real and Modern/Alt Subscription Video
supplies. Frequently Estate, and Rock on Demand
Investments
younger, high-income
families, they are willing
Mindset Lifestyle Spend On
to spend for spotless.
They’re optimistic, These suburbanites put Children’s toys, outdoor
outgoing, and proud a lot of energy into play equipment, sports
to see their hard work keeping up with the equipment, and live
pay off throughout Joneses: from their performing arts or sports
their well-appointed kids’ activities to their events.
homes. home furnishings, and
from smart devices to
their careers.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in newer houses
Median HOH 46 Families with children in markets like Oakville,
Richmond Hill, Milton,
Work: Aurora, North and West
Income:
$149k Average HH White Collar Vancouver, Banff, and
Canmore.
Looking Media Highlights
Beautiful are
Canada’s top spenders Linear TV Online OTA Radio Streaming
Light - Moderate Use: Heavy Use: Moderate Use: Heavy Use:
on the cosmetics/skin Children’s Programs, Social Media, Top40, Sports, Podcasts,
Cartoons, Sports, Video/Photo Sharing, Traffic, and Subscription Video,
care category, spending Reality, Home Sports, Coupons, and All-News and Music Services
Improvement, and Late
close to $1k on average Night Talk Shows
Price Comparisons
annually. They are
usually younger Mindset Lifestyle Spend On
professionals with They are comfortable They are event goers, Makeup, skincare, home
expressing feelings and attending frequent furnishings, computers
children, living in well- social standing through sports games, live theatre, and home theatre,
material goods. Often and movies. Active with travel, drinks, sports
cared for homes in snowboarding and
influencers among their equipment, vehicles,
basketball. Have loyalty
affluent suburbs. peer group. Optimistic
cards and are active
and children’s toys.
about the future. online shoppers for
cosmetics, sports, and
Sources: Environics Analytics’ PRIZM, IHS TVIO, HouseholdSpend™, Vividata, Numeris,
Statistics Canada, Total Canada
travel.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in detached houses
Median HOH 52 Families with children in medium-sized markets like
Brampton, Markham,
Work: Richmond Hill, Clarington,
Income:
$130k Average HH Blue and White Collar Abbotsford, Maple Ridge,
and Langley.
Middle Aged Media Highlights
Achievers
are affluent couples Linear TV Online OTA Radio Streaming
Moderate – Light Use: Heavy Use: Moderate Use: Heavy Use:
with school and college DIY, Home Social Media, News, Traffic, Podcasts and
Improvement, Investment, Home Country, Alt. Rock, Video Subscription
aged children. They Basketball, Soccer, Improvement, Décor, and Top40 Services
Real Estate, and
own spacious homes Reality, and Sci-fi
Coupons
and earn decent
incomes from skilled Mindset Lifestyle Spend On
trades, manufacturing, They defend traditional Family and home are at Everything around the
family values. They take the centre of their lives. home and children:
and white collar pride in being smart They participate in a home improvement,
positions. shoppers and enjoy wide range of sporting furnishings, gardening,
sharing their finds. and family events. home electronics, cable
They care about their They love travel – and satellite services,
local communities. whether to a foreign vehicles, and sports.
destination or simply
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada . camping in a park.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in new
Median HOH 51 Young kids at home subdivisions in fast growing
markets like Northeast/wet
Work: Calgary, Brampton,
Income:
$106k Average HH White Collar and Vaughan, Kitchener, and
Skilled Trades Richmond Hill.
My New Ride Media Highlights
are families in new-
build subdivisions who
Linear TV Online OTA Radio Streaming
have an older vehicle in Moderate Use: Moderate Use: Light Use: Heavy Use:
Adult Animated Series, Career/Job Search, Sports, Traffic, Video Content (ad-
the driveway and seek Business News, Sci-fi, Automotive, Dance, and supported and
Basketball, and Late Investments, Sports, Top40 subscription), Music,
to buy a new one in the Shopping, and
Night Talk Shows and Online Games
Celebrity/Entertainment
coming year.
Mindset Lifestyle Spend On
Image and status Compact SUVs and Home operation and
conscious. compact imports; luxury furnishing, childcare, food
Optimistic, they like to vehicles. from stores and
be the first to try Active, on-the-go family restaurants, family
something new and lifestyles. recreation, and vehicle-
they look to ads to related expenses.
Movies, skiing, soccer,
inspire and affirm. fitness, and soccer and
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
baseball leagues.
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in Toronto,
Median HOH 45 Families with Children Ottawa, Kitchener,
Cambridge, Bancroft,
Work: Ajax, Milton, Winnipeg,
Income:
$114k Average HH White Collar and Saskatoon.
Quick Service Media Highlights
Restaurants
are Canada’s most Linear TV Online OTA Radio Streaming
Light Use: Heavy Use: Moderate Use: Heavy Use:
frequent visitors to Basketball, Social Media, Modern Rock, Podcasts and
Children’s Programs, Video/Photo Sharing, News, and Sports Subscription Video or
QSRs. A mix of young Soccer, Sci-fi, Professional Sports, Music Services
and receive Store
singles and couples and Cartoons
Offers by SMS
with children, they live
in newer houses or Mindset Lifestyle Spend On
high-rises in markets They value originality and Basketball, baseball, Computer and home
aesthetics and like to football or snowboarding. theatre systems, home
big and small. express themselves They buy bulk food and furnishings, drinks, movies,
through their appearance. are likely to have loyalty live sporting or performing
They are willing to share cards. They are active
arts events, children’s toys,
product and service online shoppers for tickets
outdoor play equipment,
information with friends. for sports events, skincare,
and sports equipment. and car rentals.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in luxury detached
Median HOH 55 Families with children homes in King, Oakville,
Burlington, Halton Hills, Mono,
Income: Work: Aurora, Caledon, Anmore,
$220k Average HH White Collar Belcarra, Montreal-Ouest,
Senneville, and Mont-Royal.
Prosperous Media Highlights
Parents are middle
aged people who are Linear TV Online OTA Radio Streaming
Moderate Use: Moderate Use: Moderate-
well-educated and Moderate-Heavy Use:
News, Basketball, Investment, Travel, Classical, Traffic, Heavy Use:
wealthy from their Golf, Comedies, Real Estate, Video/ Jazz, and Podcasts and Video
Figure Skating, CFL, Photo Sharing, and News/Talk Subscription
executive careers. They and Cooking Restaurant Reviews
own spacious homes with
manicured backyards. Mindset Lifestyle Spend On
They partake in arts and Well-established and Interested in basketball, Home improvements
successful, they are downhill skiing, and and renovations, home
culture, with a high willing to take risks and golfing. They enjoy hardware and
propensity for attending can adapt to international travel and furnishings, gardening,
complexities. Global
packaged trips. home electronics, food
the opera, ballet, and citizens, they also look to
and drinks, live events,
contribute to their They are active online
theatre. communities. shoppers for event sports equipment, and
tickets, books, and travel.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada . travel.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in less
Median HOH 49 Kids under age 9 expensive urban cores
near universities in cities
Work: like Montreal, Quebec
Income:
$80k Average HH White Collar and City, Halifax, Ottawa,
Services Kitchener, and Longueil.
Small Cars Media Highlights
are Canada’s compact
and subcompact car
Linear TV Online OTA Radio Streaming
buyers. Often found Heavy Use: Moderate Use: Light Use: Heavy Use:
Soaps/Serial Dramas, Gambling, Dating, Adult Live TV Broadcasts
in urban cores, these Cartoons, and Beauty, and Contemporary,
smaller households Paranormal Fashion Traffic, and
News/Talk
are finding ways to
have it all on their
Mindset Lifestyle Spend On
modest incomes.
These free spirits find A combo of university Food and drink at
joy in having students, recent grads, restaurants, movies and
something new. and older empty nesters communications tech.
Despite their practical who have downsized. They take full advantage
wheels, they often Drive older compact of their urban settings.
make decisions based cars to make it easier to
on emotions. navigate the city.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in suburbs and
Median HOH 45 Kids under age 14 midsize markets like
Calgary, Edmonton,
Work: Winnipeg, Oakville, and
Income:
$139k Average HH White Collar London.
SUVers are busy Media Highlights
families with one or
two luxury, compact,
Linear TV Online OTA Radio Streaming
or intermediate SUVs Moderate Use: Moderate Use: Moderate Use: Heavy Use:
Reality, Children’s Investments, Alt Rock, Today’s Video content (ad-
in the driveway – just Programs, Sci-fi, and Automotive, and Country, and supported and
like their friends in Comic Book Shows Real Estate Top40 subscription)
these newer, well-
appointed
Mindset Lifestyle Spend On
neighbourhoods.
Confident in the future, Luxury SUVs to make They spend on the
and inspired by commutes and errands fundamentals: a well-
images they see in ads as comfortable as equipped home,
and media, they’re possible for everyone in communications tech,
living the North the family. transportation, and
American dream. Family oriented enrichment for their
activities including children.
sports, trips to the zoo,
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada . and movies.Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in suburban
Median HOH 42 Kids under age 9 areas and big cities like
Mississauga, Richmond,
Work: Surrey, Calgary, Edmonton
Income:
$109k Average HH White Collar and Toronto.
Technophiles Media Highlights
are Canada’s top
spenders on home
Linear TV Online OTA Radio Streaming
tech, data plans, and Moderate Use: Heavy Use: Moderate Use: Heavy Use:
Hockey, Children’s Investments, Modern/Alt Rock, Audio and Video
smartphones. These programs, Sci-fi, Finance, and News, and Sports Content
young families look to and Comic Book Social Media
Shows
their new phones,
TVs, and streaming
Mindset Lifestyle Spend On
devices for
They love to be They live busy lives Audio equipment, home
convenience and fun. marketed to but aren’t juggling work and theatre, tablets, smart
necessarily brand family so when they phones, and other
loyal. More than kick back and relax connected devices,
they want the best
anything, they want to children’s toys,
possible experience.
have the nicest home out-of-home events, and
on the block. They live big when they entertainment for grown-
go out: sports, concerts,
ups and kids.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
and bars/dining.
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in suburbs and
Median HOH 50 Kids under age 9 towns like Orangeville,
Caledon, Langley, Laval,
Work: and Mirabel.
Income:
$110k Average HH Mixed Blue and
White Collars
Truckin’ are Media Highlights
Canada’s pickup
truck drivers.
Linear TV Online OTA Radio Streaming
Spanning a range of Moderate Use: Moderate Use: Heavy Use: Light Use:
Primetime Serial Contests, Adult Audio and Video
lifestyles, they’re Dramas, Children’s Automotive, and Contemporary,
often found outside of Programs, and Sports Food/Recipes Country, and
Classic Hits
the big cities, and
take pride in working
Mindset Lifestyle Spend On
with their hands.
They are a no Own and drive Hardware and power
nonsense group of domestic pickup trucks. tools, lawn and garden
individuals who take Keep busy doing home equipment, aftermarket
pride in their work, hold improvement, parts and accessories, all
traditional values, and gardening, and other sorts of recreational
like to get out and work around the house. vehicles, and the
enjoy nature. occasional packaged
trip.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .Optimized Linear TV
COMMON AUDIENCE SEGMENTS
Demographics Location
Age: Family: Find them in large and
Median HOH 45 Families with children midsize markets like Milton,
Mississauga, Vaughan,
Work: Richmond Hill, Toronto,
Income:
$114k Average HH White Collar Surrey, Vancouver, New
Westminster, and Burnaby.
Young, Diverse Media Highlights
Families
are younger, university Linear TV Online OTA Radio Streaming
Light-Moderate Use: Heavy Use: Light- Heavy Use:
educated, highly diverse Talk Shows, E-books, Social Media, Moderate Use: Podcasts, and
Basketball, Soccer, Product Reviews, Careers, News, Modern Subscription Video
families with young and Children’s Mobile Coupons, Rock, Sports, and Music Services
Investment, and Fashion
children living in urban Programs and Traffic
and suburban
communities. Hard Mindset Lifestyle Spend On
working, they are also Status conscious, they Leisure intensive, they Related to home and
make an effort to dress enjoy snowboarding, family: computers, home
enthusiastic consumers well and decorate their basketball, family events, renovations, home
homes to impress others. art galleries, and spas.
and enjoy their role as theatre, gaming,
Proud to be Canadian. More spenders than children’s toys, baby
Gravitate to new and savers. Likely to have
influencers among peers. cutting edge products.
care, outdoor play
loyalty cards. Buy bulk,
equipment, and air fare.
fruit, and vegetarian
food.
Sources: Environics Analytics’ PRIZM, HouseholdSpend, Opticks Powered by IHS Markit ™,
Opticks Powered by Numeris, Opticks Powered by Vividata, and Statistics Canada, Total Canada .You can also read
