Description
This report is free for Vividata members.
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Stay on top of the latest trends in Canadian audience measurement with Vividata’s Winter 2026 Cross-Media Update.
Featuring year-over-year trends and a refreshed view from Vividata's Winter 2026 SCC and SCC/Digital, the report provides a clear understanding of Canadian audiences and supports more focused, data-driven decisions.
This new report highlights:
Quarter-over-quarter trends across all media channels
- For both reach and time spent
Multi-platform TV viewing habits, capturing linear TV and streaming
- Change between years for time spent watching linear TV
- Types of devices used to watch TV content by age
Internet and social media behaviours
- Change in noticing internet-based ads, by age
- Attitudes about AI by frequency of use
SCC/Digital: Social media UV’s and ChatGPT app vs website use trends
Magazine and newspaper preferences across print and digital formats
- Print vs Digital newspaper readership by age
- Top magazine categories for 2026, plus position change from 2025
SCC/Digital: Change in quarter-over-quarter UVs for news aggregator apps
Audio and podcast consumption insights
- Where audio content is consumed
SCC/Digital: UVs among the top audio streaming platforms
Detailed breakouts for Out-of-Home ad influence:
- Quarterly changes in noticing and taking action from static and digital out-of-home ads
- Where noticed out-of-home ads by year
Plus,
- What's new in the SCC Winter 2026
- Updated media quintiles and terciles for Winter 2026
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