Facts & Figures


Globe readers are true car enthusiasts, tend to have more than one car in their households and purchase vehicles at all price points.

Globe Readers Have More Than Two Vehicles in Their Households*
Want to reach readers who are more likely than the general population to own two or more cars? Look no further than The Globe.



Globe Readers Are More Likely to Own Luxury Vehicles*
As you'd expect, The Globe audience is an ideal match for luxury car marketers. In the chart below, 100 represents the average likelihood that a Canadian will own a luxury car. Based on this index, Globe Monday through Friday readers are more than twice as likely as average Canadians to own high-end vehicles.

Price of Vehicles Present in Household



Globe Readers Purchase All Types of Cars*
You might think that with The Globe's natural ability to reach high-end buyers, there's no place in it for marketers of low-ticket models. But, in fact, the opposite is true: Globe readers include not just the well-to-do, but also up-and-comers. These individuals might not be ready for a Lexus yet, but they still depend on The Globe to help them make smart car-buying decisions.

Globe readers also include those responsible for purchasing or influencing the purchase of their households' second or third vehicles, often for their spouses or children. Individuals in this position want to know all the options available to them, and The Globe is the place to reach them.

Types of Vehicles in Household*



Globe Readers Buy Cars at All Price Points*
Despite the fact that Globe readers' are more likely than average Canadians to purchase high-end vehicles, the fact is that they buy cars at every price point. In fact, most of their purchases are mid-priced cars.

Price of Vehicles Present in Households*



Many Globe Readers Plan to Purchase a Vehicle in the Next Year*
Regardless of the model they're considering or price they're prepared to pay, Globe readers are far more likely than average Canadians to buy a car in the next 12 months.



Globe Readers Influence Auto Fleet Buying Decisions*
Globe readers don't just influence the purchases of household vehicles. They're also 42% more likely than average Canadians to have a say in their companies' auto fleet decisions.



* Source: NADbank 2008, 21 national product markets.