Media measurement of ethnic groups is lacking: research

TORONTO – A study to be released later today says that as Canada’s population rapidly becomes more diverse, traditional media measurement tools are becoming inadequate in their ability to provide an accurate read of audiences. This poor measurement results in a waste of advertiser dollars, says the new study, called "Diversity in Canada", by Solutions Research Group, a Toronto-based market research firm. The first of its kind in Canada, the study looks at six key population groups in Toronto, Vancouver and Montréal, including Canadians of Chinese, South Asian, West Asian, Hispanic and Italian backgrounds, as well as Black Canadians, representing...