Junior Methodology

A variety of questions were asked to an online panel of 1,701 Canadian households split equally among Anglophones and Francophones. Parents answered the first part of the survey which had questions on the technology in the home (ex: TV service, Netflix subscription etc.). The second portion of the survey consisted of questions for the different age categories: children aged 2 to 6, 7 to 11 and teens aged 12 to 17. Parents responded for those children aged 11 years old and under and teens were required to respond to their own set of questions. Of the 1,701 households a total of 2,494 children were contacted. For the teen survey (aged 12 to 17), if the parent refused to provide permission for their teen to respond directly, they were given the option to respond on their behalf. The number of parents responding for teens was 197.

Years of Data
3 years

Databases

Anglophone Database

917
Total
Households
1,256
Surveyed
Anglophones (2-17)

The English MTM Junior covers all regions of Canada, excluding the Territories. The web panel survey was conducted from February 26, 2020 to March 18, 2020. The average length of the survey completed by parents is 15.8 minutes, and the one completed by the teenagers (aged 12 to 17) is 6.8 minutes. The English sample includes 917 households and 1,256 children between the ages of 2-17.

Francophone Database

784
Total
Households
1,238
Surveyed
Francophones (2-17)

The French OTM Junior covers the province of Quebec and the francophone regions of New Brunswick and Ontario. The web panel survey was conducted from February 26, 2020 to March 18, 2020. The average length of the survey completed by parents is 15.8 minutes, and the one completed by the teenagers (aged 12 to 17) is 6.8 minutes. The French sample includes 784 households and 1,238 children between the ages of 2-17.

National Database

1,701
Total
Respondents
2,494
Surveyed
Canadians (2-17)

Survey responses from the English population were merged with those from the French population to create a national database. The national data was weighted to ensure it is regionally and demographically representative of the Canadian population. The national sample includes 1,701 households and 2,494 children who are between the ages of 2-17.

Research Provider

The MTM and all of its surveys are a product of CBC/Radio-Canada Research and Analysis. Ad Hoc Research conducts all of the French and English research for the MTM Jr. MTM Jr. research was conducted from February to March 2020.

Ad Hoc Research

Founded in 1984 in Montreal, Canada, Ad Hoc Research is a full-service marketing, communications and social research firm, with a multidisciplinary team of more than 100 employees and a constantly growing network of national and international clients. Leaders in the Canadian market, Ad Hoc Research builds lasting relationships with their clients, guiding them every step of the way with a creative and passionate approach.

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