Opticks Powered by Numeris

Opticks Powered by Numeris provides lifestyle and media profiles for more than 4,300 variables across a wide range of topics, from radio and TV usage to retail, finance, technology and travel behaviour. Numeris is the leading supplier of radio and TV audience ratings services to the Canadian broadcast advertising industry. This authoritative database is derived from the Numeris RTS (Return to Sample) survey, a national survey that queries more than 47,000 respondents on product usage, leisure, retail behaviour and media habits. The data are available at the postal code level and can help users better understand their customers for a range of media and marketing applications. 

Below you will find a short video that covers product details, sources, methodology, applications and key questions about this product. Watching this video will provide you with an overview of the product and give you some ideas for how it can be used in your own work.

Following the video, there are some additional resources linked for your reference: release notes, variable list and metadata.  

Additional Resources:
Opticks Powered by Numeris Release Notes
Opticks Powered by Numeris Variable List
Opticks Powered by Numeris Metadata

 

FAQs:

What do the terciles and quintiles represent in Opticks Numeris?

Please note that the details below correspond to Opticks Numeris 2019 variables and are subject to change.

Terciles

Tercile bands are used to categorize media usage. They are broken out by light, medium and heavy usage. The table below shows the usage that corresponds to each tercile band.

 

Light

Medium

Heavy

TV (avg. week)

0.08 – 12.50 hrs

12.50 – 28.00

28.00+hrs

Magazine (avg. day)

3 – 30 mins

30 – 60 mins

60+ mins

Internet (avg. day)

1 – 141 mins

141 - 281 mins

282+ mins

Daily Newspaper (avg. week)

1-120 mins

12 – 315 mins

315+ mins

Community Newspaper (avg. issue)

1 – 20 mins

20 – 30 mins

30+ mins

Radio (avg. week)

0.00 – 3.75 hrs

4.00 – 13.0 hrs

13.25+

 

Quintiles

Terciles are further broken down to quintile bands, which provide a more granular level of media usage. The table below shows the usage that corresponds to each quintile band.

 

Light

Medium/Light

Medium

Medium/Heavy

Heavy

TV (avg. week)

5 – 450 mins

450 – 900 mins

900 – 1,470 mins

1,470 – 2,175 mins

2,175+ mins

Magazine (avg. day)

3 – 15 mins

15 – 30 mins

30 – 45 mins

45 – 60 mins

60+ mins

Internet (avg. day)

1 -93 mins

93 – 167 mins

167 – 249 mins

249 – 360 mins

360+ mins

Daily Newspaper (avg. week)

1 – 60 mins

60 – 150 mins

 150 – 270 mins

270 – 450 mins

450+ mins

Community Newspaper (avg. issue)

1 – 15 mins

15 – 25 mins

25 – 30 mins

30 – 60 mins

60+ mins

Radio (avg. week)

1 – 75 mins

90 - 315

330 – 615 mins

630 – 1,335 mins

1,350+ mins

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