PPM locates elusive 18-24 TV demographic

TORONTO – The disappearance of Canadian television viewers aged 18 – 24 has been greatly exaggerated.According to a presentation at a Television Bureau of Canada event at Advertising Week, these younger viewers have been reclaimed thanks to the portable people meters (PPM) launched by BBM Canada last August.These new viewers did not simply materialize, they are viewers who weren’t being captured by the old set-top meters, said the presentation by Kathy Gardner, SVP of strategic insight and research at Canwest Broadcasting, and Rob Dilworth, VP of research at CTV Television.National television audiences are on average 18% higher than the same...