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

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