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Vice President and Media Director, DDB Canada
In Canada, audience fragmentation and the device divide make it difficult for marketers to target specific consumer segments. And the challenges keep piling up, as a chunk of the population cuts the cord while the majority keep watching traditional TV. eMarketer’s Sean Creamer spoke with Kathy Shapka, vice president and media director at DDB Canada, about the opportunities for marketers to target viewers across screens as the market awaits a national addressable TV solution.
eMarketer: How many consumers in Canada have gone fully digital and cut the cord with their cable providers?
Kathy Shapka: The number ranges depending on the demographic, but around 23% to 24% of adult audiences are cord-cutters. The [largest proportion of] total cord-cutters are in the 18-to-34 demographic, at 44% of that 24%.
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