Canvas Uncovers the Value of "Solo Consumers"

There are times when audience research can reveal particularly surprising insights. That was the case when Canvas Worldwide -- the world's second-largest independent media agency -- delved deeply into single-person households, known as Solos. The research focused on the motivations and behaviors of those who live alone. And they offer advertisers a new way to market for a cohort that represents a significant population base: 36 million Americans.