The Viewer Files: Viewer consumption legend

Television (in hours per week)
November 1, 2006

Television (in hours per week)
Heavy: 34.9-plus hours
Medium-heavy: 23.9 to 34.9 hours
Medium: 16.2 to 23.9 hours
Medium-light: 9.4 to 16.2 hours
Light: less than 9.4 hours
Radio (in hours per week)
Heavy: 28.8-plus hours
Medium-heavy: 12.2 to 28.8 hours
Medium: 5.9 to 12.2 hours
Medium-light: 1.7 to 5.9 hours
Light: less than 1.7 hours
Newspaper (in issues per week)
Heavy: 6.0-plus issues
Medium-heavy: 4.5 to 6.0 issues
Medium: 1.0 to 4.5 issues
Medium-light: 0.3 to 1.0 issues
Light: less than 0.3 issues
Magazines (in issues per month)
Heavy: 10.5-plus issues
Medium-heavy: 6.3 to 10.5 issues
Medium: 3.7 to 6.3 issues
Medium-light: 1.2 to 3.7 issues
Light: less than 1.2 issues

Source: Print Measurement Bureau 2006 two-year study. Canada’s leading syndicated study for single-source data on print readership, non-print media exposure, product usage and lifestyles, PMB uses an annual sample of over 24,000 people aged 12+. This data is provided courtesy of Toronto-based media agency Doner Canada. Used with permission of the PMB

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at, and you can follow her on Twitter @MegKashty