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The Canadian Television Industry -Statistics-

The Canadian Television Industry -Statistics-. Welcome to Canada! Bienvenue au Canada!. A confederation of 10 provinces Two founding European ancestries - England and France - hence two official languages and two parallel media structures

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The Canadian Television Industry -Statistics-

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  1. The Canadian Television Industry-Statistics-

  2. Welcome to Canada! Bienvenue au Canada! • A confederation of 10 provinces • Two founding European ancestries - England and France - hence two official languages and two parallel media structures • Multi-cultural community, with some of the highest concentrations of ethnic diversity in the world

  3. The Canadian Market • 33 million people • 40 TV markets • 13.3 million TV households Source: CDN - BBM Canada – Jan ‘11

  4. Total Advertising Revenue • $14.1 billion total advertising market • $3.3 billion is TV • $99 - per capita TV ad spend Source: TVB Canada – Net Advertising Volume 2010

  5. Top TV Markets in North America number of people aged 2+ • Toronto is the 5th largest market in North America Source: Canadian- BBM Canada Fall 2010,US-Nielsen Media Research, January 2011, Population estimates in millions

  6. Top 10 Canadian TV Markets Source: BBM Canada Fall 2010

  7. Dramatic Population Concentration • The top 10 markets represent 75% of the total population • This concentrated population distribution has lead to exclusively market-specific television planning and execution • National ratings are not utilized as they would not accurately reflect Top 10 vs. minor market deliveries • Given the importance of each major market, it is imperative to ensure delivery of planned support levels in each • e.g. Toronto represents almost 22% of Canada’s total population Source: BBM Canada Fall 2010

  8. Canadian Advertising Revenue Growth2003 vs. 2010 Total Dollars($) TV +9.2% Newspaper +3.5% Radio +3.3% Out-of-home +15.9% Internet +22.5% Source: TVB Canada, Net Ad Volume – CRTC/CNA/NMR/IAB

  9. Share of Canadian TV viewingConventional/Broadcast vs. Specialty/Cable What WeWatch Viewers 2+, Mo-Su 2a-2a, 2011 Source: BBM Canada 2011

  10. Canadians’ Exposure to Ads on U.S. Stations • In spite of almost 12.5% share of total Canadian viewing to U.S. stations, exposure to U.S.-placed ads is small • While much of the programming airing on Canadian stations is of U.S. origin, cable and satellite companies are required by law to substitute American broadcasts with Canadian signals (programs and commercial) when both stations are airing the same program/episode simultaneously (i.e. Simulcast) • Implemented to protect Canadian advertisers’ interests by ensuring that Canadians watch Canadian commercials • Not surprisingly, Canadian broadcasters strive to maximize simulcast opportunities Source: BBM Canada 2010

  11. Canadian Television Viewing PatternsAverage per capita viewing - Adults 25-54 Television-watching hours per week Canadians are watching more television today than they did 10 years ago Source: BBM Canada Aug-May 09-10 * Different measurement systems cannot be directly compared.

  12. Average per Capita Weekly Viewing Hours(by demographic group) Source: BBM National PPM, September 2011

  13. Television Technology Adoption Source: CDN – BBM Canada – Jan ’11 Media Stats – June ’10 2010 Media Technology Monitor (MTM) • 99% penetration of Canadian households • 92% of homes have either cable or satellite • 73% are digital • 33% are HD-equipped

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