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Six of ten Canadians (61%) say that they’d rather look at the ads in a newspaper than watch advertisements on TV, according to an Ipsos Reid national survey by Ipsos Reid for the Canadian Newspaper Association.

That view is shared in nearly equal proportion across all demographic groupings – gender, age, education, household income -?Ipsos said.

Also, of the Canadians surveyed…

  • 45% indicate that there are some days when they read the newspaper as much for the ads as for the content.
    • Women (48%) are more likely than men (41%) to say so.
    • Those age 35-54 (51%) are more likely than those age 55+ (41%) and those who are age 18-34 (40%) to say so.
    • Those with children in their household (54%) are more likely than those without (41%) to say so.
  • 66% say they enjoy the page advertising and product/service inserts that come with newspapers.
    • Women are more likely than men to say so (70% vs. 62%).
    • Those age 35+ are more likely than those age 18-34 (71% vs. 55%).
    • Those with less education are likely to say so, as are, interestingly, those with higher income.
  • 64% often keep the inserts and flyers around for a few days so that they can re-read what’s being offered for sale or what’s on special.
  • 70% often search newspaper ads for information on the latest offerings and sales in their area.
    • Those with children in their household are more likely to do so than those without children in the home (76% vs. 67%).
    • Those with less education are more likely to do so than those with more education (e.g., those with high school education vs. university graduates: 73% vs. 57%).
  • 68% say that they specifically look through newspapers on holidays or weekends to find out about sales.
  • 49% say they use newspaper ads to get gift ideas for special occasions (birthdays, weddings, anniversaries).
    • Women (52%) are slightly more likely than men (46%) to indicate that they do this.
    • with children in the household (55%) are more likely than those without (48%) to have this point of view.

About the findings: This Ipsos Reid poll was conducted on behalf of the Canadian Newspaper Association from January 31 to February 4, 2008. Using an online panel, it interviewed a sampling of 1428 adult Canadians. The data have been weighted to ensure that the sample’s regional and age/sex composition reflects that of the actual Canadian population according to Census data.

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