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Opticks Powered by Numeris

Opticks Powered by Numeris provides lifestyle and media profiles for more than 4,500 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 38,000 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. Users must be Numeris RTS members.

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?

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 hrs


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+ hrs


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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