Canada: popular advertising objectives 2012, based on HHI

This statistic shows the responses to a survey about advertising objectives in Canada as of December 2012, based on household income. During the reported period, 46 percent of respondents who had a household income of 100K or more stated they were more likely to pay attention to advertisements that opened their eyes to new possibilities they did not know existed.

Popular advertising objectives in Canada as of December 2012, based on household income

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Release date

December 2012



Survey time period

September 24th to November 21, 2012

Number of respondents

1,600 respondents

Special properties

Online interviews and survey

Supplementary notes

Question: We are now going to present you with three pairs of advertising objectives. Which advertising objective makes you more likely to pay attention to an advertisement? The advertisement
% of respondents giving each advertising objective a first place vote within all possible pairings
HHI - Household income
For more reliable income analysis, an additional sample of 100 Canadians with a household income of $100K+ was collected. In most cases, the findings were reported based on the proportionate sample of 1500 Canadians with the oversample weighted back to proportionate representation based on age, gender, and region. The exception was the reporting on the responses of the <$100K vs. $100K+ in household income groups, which was based on unweighted data, in order to draw from the full oversample.
Date of online focus group: September 24th to 26th, 2012
Date of online survey: November 6th to November 21st, 2012

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Statistics on "Advertising in Canada"

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