MAGAZINESCANADA.CA HOME IMPROVEMENT/RENOVATION Magazines reach those who spend $10,000+ on home improvements Among adults 18+, magazines reach 668,000.

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Presentation transcript:

MAGAZINESCANADA.CA HOME IMPROVEMENT/RENOVATION Magazines reach those who spend $10,000+ on home improvements Among adults 18+, magazines reach 668,000 consumers who spent $10,000+ in the past 2 years on home improvements, more than any other measured medium. Magazines and web are a strong media combination. Source: PMB, Fall 2013: A18+, Media imperatives. Spent $10,000+ on home improvements in the past 2 years 3-D Multi-Media Quintiles (000’s reached) Magazine readers are big spenders on home improvement/reno projects Home Improvement/Renovation (Index)MagazinesTelevisionRadioNewspapersWeb Spent $10,000 on home improvement past 2 years Spent $20,000 on home improvement past 2 years Spent $50,000 on home improvement past 2 years Spent $1,000+ on furniture past year Spent $2,000+ on furniture past year Spent $150+ on home accessories past year Spent $1,000+ on window treatments past year Spent $750+ on gardening supplies past year Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) Magazine readers are strong home improvement/reno candidates Home Improvement /Renovation (Index)MagazinesTelevisionRadioNewspapersWeb Own home $300, Someone in hhld owns vacation/weekend home Own vacation house/condominium Home has a swimming pool Home improvements to home/cottage past 2 years Remodeling past 2 years Additions past 2 years Decorating past 2 years Landscaping past 2 years Kitchen remodeled past 2 years Bathroom remodeled past 2 years Flooring/carpeting past 2 years Deck, porch or patio remodeled past 2 years Source: PMB, Fall 2013: A18+, Heaviest quintiles (1 & 2) TRANSLATION

59% of Magazine readers take action after seeing a home improvement ad Actions Taken* : Home Improvement/Renovation (%) Have a more favourable opinion about the advertiser22% Recommended the product/service12% Visited their website13% Looked for more information about the product/service17% Clipped/saved the ad6% Consider purchasing the product/service23% Purchased the product service12% Visited/joined the company’s social network3% Took picture of QR code/snap tag with cell phone5% Took any action59% Source: StarchMetrix Canada – Home Improvement & Renovation Category, April 2012 to March * Actions based on respondents who noted ads Includes home furnishings & accessories, household appliances & equipment, electronics, building materials, fixtures & equipment. 29% net Impact Actions (% positively impacted by the ad or recommended the product) 26% net Reference Actions (% actively seeking more info about the advertised product) 27% net Purchase Actions (% purchased or considering purchase of the advertised product) Magazine media make the connection with home renovators. HOME IMPROVEMENT/RENOVATION Magazine readers are more likely to own a second home or cottage, making them key prospects for home renovation and improvement spending. They add additions on their homes, remodel, decorate and accessorize. They spend more than average on renovations, and they take actions after seeing ads in magazines: 59% of magazine readers take at least one action while 27% take purchase actions. MAGAZINESCANADA.CA