Data Usage Guidelines

BBM Canada is willing to grant a nonexclusive license to members of the media who write about television or radio. This license allows them to use and publish a limited, newsworthy amount of copyrighted data with the following understandings:

  • In general, when writing about the standings of television programs or rankings of radio stations in a market, only Persons 2+ estimates may be published, regardless of the source of the information.
  • All other demographic information (Persons 25-54, Men 18-34, etc.) may only be used in a form that does not publish the actual estimate such as ranking or characterizing the data
  • All tables of estimates and rankers are copyright BBM Canada (Sondages BBM in Quebec).
  • All estimates and rankers without estimates must be properly sourced as to dates, geography, demographic, daypart and estimate (e.g., September 2-9, Toronto EM, 2+, Tuesday, 21:00-22:00 EST, Average Minute Audience).

When using these estimates, please remember that ratings are approximations. A primary fact which must never be forgotten by any audience research user is that survey figures are only estimates or approximations. Most audience estimates are projections based on data that is collected from carefully selected, but relatively small, samples. This fact does not negate the value of audience estimates as important evidence about past behaviour and as a basis for future projections and decisions. Nevertheless, the numbers have to be viewed realistically. For more extensive information regarding the use of ratings data, please refer to additional reference material on our website.

If you have questions about acceptable uses of BBM data, please contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. or at 416-445-9800.