Sales by Age in Canada (2002)

A 2003 survey by Millward Brown,

12 to 14

50+

reports a large percentage, 92%,

5%

33%

15 to 19

believes that the quality of music

8%

produced by Canadian artists 

is equal to or better than that of 

20 to 29

17%

foreign artists.

Radio Audiences

30 to 49

37%

In 2003, Canadians spent on average 

Source: IFPI Recording Industry in Numbers, 2003.

19.5 hours per week listening to the radio,

one hour less than in 1999, according to

the latest survey data from Statistics

Surveys also show Canadians have a high

Canada. However, the amount of time spent

regard for music by Canadian artists. A

by teenagers aged 12 to 17 listening to

2003 survey by Millward Brown, reports

the radio has fallen steadily for a number

a large percentage, 92%, believes that the

of years, from 11.3 hours per week in

quality of music produced by Canadian

1999 to 8.5 hours per week in 2003. The

artists is equal to or better than that of

most avid radio listening demographic in

foreign artists. And when asked whether

Canada is women over 65, at 23.5 hours

Canadian musicians are important in 

per week, followed by men aged 35 to

supporting Canadians' sense of cultural

49 at 22.3 hours per week.

33

identity, 86% of respondents agree (39%

agree strongly, 47% agree somewhat),

31

The three most popular radio formats in

while 77% of Canadians believe that it 

Canada, unchanged from 2002 to 2003, are

is important to buy or listen to music that

adult contemporary (with a 24.2% share

is made in Canada (29% very important,

of the audience), golden oldies and rock

48% moderately important).

32

(18.6%) and the Canadian Broadcasting

Corporation (10.9%), followed by talk

radio (10.6%), country (9.7%) and contem 

porary music (7.9%). Among teens, the

19