common audience segments
common audience segments now available in Quebec
June 2022: thinktv announces that all 26 common audience segments are now available in the Quebec French-language market through Quebecor and Bell Media. Common audience (or “ad”) segments go beyond age and gender and are based on behavioural, attitudinal and lifestyle data, allowing brands to identify groups like “Grocery’s Big Spenders” and “Fashionistas”, and identify the specific networks and programs that over index on those key customers when they’re planning their linear campaigns. Each common ad segment weaves together demographic information with typical mindsets, lifestyle choices, spending habits, and media consumption patterns.
Expanding common audience segments to Quebec builds upon an industry-wide conversation thinktv has been facilitating about the growing opportunities in audience-based buying, along with the need for standard solutions that meet the needs of agencies and advertisers alike.
In English Canada, the common audience segments use combined data from Statistics Canada and PRIZM®, a proprietary consumer segmentation system from Environics Analytics that categorizes neighbourhoods outside Quebec. In Quebec, PRIZM®QC builds on that system to capture the distinct characteristics of Quebec lifestyles through segments designed specifically for the province.
Now marketers who wish to reach Quebec’s French-language market will be empowered with equally deep, data-driven insights to optimize their linear television campaigns. Each common ad segment weaves together demographic information with typical mindsets, lifestyle choices, spending habits, and media consumption patterns.
June 2021: thinktv announces that 7 new segments have been added to the list of common audience segments bringing the total to 26. New segments include First in Line, Health and Beauty Sampler, and Technophiles. A list of the updated audience segments, along with their descriptions, is available for download here.
Canadian broadcasters have been listening to advertisers and agencies. The adoption of standard audience segments is another step forward in the industry’s journey to facilitate better planning and buying of multiplatform television.
Powered by Environics Analytics’ comprehensive and privacy-compliant segmentation data, the common audience segments are geared towards the largest advertising categories in Canada. Together, a linear TV campaign optimized across these four broadcasters will deliver a combined reach of more than 90% of total linear television audiences representing targeting at scale – with greater consistency, efficiency, and effectiveness.
Environics Analytics is the premier marketing and analytical services company in Canada. It helps customers turn data and analytics into insight, strategy, and results. The company offers the full range of analytical services—from data supplier to strategic consultancy—and provides over-the-counter reports, purpose-built software-as-a-service and a wide variety of modelling approaches. Its team of quantitative marketers, modellers and geographers are experts at helping organizations identify their business challenges, develop data-driven solutions and achieve success along every phase of their analytics journey. To learn more about Environics Analytics, please visit environicsanalytics.com.
ad segments, advertising segments, common ad segments