Join IAB Canada on Thursday December 4th for our second annual X-Series: Metrics!

 The X-Series: Metrics is a half-day full of the latest insights into the Canadian market. Love numbers, analysis and being smarter than your co-workers? This event is for you.

Each year at the event we reveal the latest Canadian Media Usage Trends (CMUST) results presented by the study author, Rob Young of PHD Canada.

In addition to the CMUST results, three hand picked, industry leading Canadian research presentations will be unveiled. Our panel of five senior industry professionals selected the best three research studies out of a large number of submissions. The criteria used to judge the submissions can be found here.

What is CMUST?

IAB Canada’s Canadian Media Usage Trends Study (CMUST) is the only Canadian study crossing all major media and combining each channel’s research audience currency of record, five currencies in all. The study documents consumers changing media consumption across all media as digital technologies impact the lives of Canadians.

Since its inception in 2001, CMUST has tracked the increasing reach and time-spent (number of minutes) as more Canadians have shifted their news, entertainment, banking and other activities to the digital space.

Originally the CMUST study was designed to track the Internet medium through its infancy and provide a reach and time spent context relative to the other legacy media. But now, the study focuses on the how new devices and new types of content are triggering ways consumers devote ever growing time counts with the Internet.

Some brand new topics addressed in his year’s CMUST include;