It is considered more or less the bible by the industry, that is, as reliable data of what's happening in the industry, including how many people are watching, what they're watching, how much they're spending, the times, and how the audience shifts, etc. It's all aggregated so it does not in any way violate confidentiality, but it gives us an overview and gives the whole world an overview of what's happening in the Canadian communications field.
On October 18th, 2011. See this statement in context.