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PVR 2012

PVR 2012. PVR ownership and use. Television Bureau of Canada November 2012. What’s a PVR?. Everyone who subscribes to a digital cable or satellite television service must have a receiver to decode the digital television signal they receive before they can view it on their television set

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PVR 2012

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  1. PVR 2012 PVR ownership and use • Television Bureau of Canada • November 2012

  2. What’s a PVR? Everyone who subscribes to a digital cable or satellite television service must have a receiver to decode the digital television signal they receive before they can view it on their television set PVR’s, or Personal Video Recorders, are the hardware/software which are built into some digital television receivers to record programming Personal Video Recorder

  3. PVRPenetration • As the penetration of digital television grows, particularly HDTV, so does the penetration of PVR’s (since they are built into many Digital & HDTV receivers) • As of June 2012 PVR penetration in Canada has reached 39.4% Personal Video Recorder Source: BBM Canada June 2012

  4. PVRPenetration Personal Video Recorder Source: BBM Canada June 2012

  5. PVR Penetration There is a higher incidence of PVR ownership in the households of Adults 35-49 (and their kids P2-17) Half of PVR’s can be found in the households of A18-49 While they are less likely to be PVR owners, almost 1/3rd of PVR’s can be found in the households of A50+ Personal Video Recorder (19.0%) (25.6%) (24.4%) (31.0%) Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year; Based on Universe figures

  6. PVRUse PVR’s allow users to pause and rewind live programming, and to very easily record programs using the electronic program guide Once a program has been paused and resumed (or time-delayed) viewers are no longer watching live television; the PVR may then be used to fast forward through the program until the viewer catches up to the live timeline Likewise, when viewing recorded programming viewers may fast forward through to the end of the recording Personal Video Recorder

  7. PVRUse PVR use is recorded by BBM Canada as Playback viewing, and Playback is included in the audience delivery for a program Playback can mean viewing live programming time-delayed by pausing, or viewing recorded programming up to seven days after the original airing Playback viewing allows users to view the content when convenient, and to fast forward through the recorded content Personal Video Recorder

  8. PVRUse While almost everyone in Canada watches TV weekly, PVR’s owners are slightly more likely to watch TV than non-owners (they have recorded programming they NEED to watch!) TV’s weekly reach of PVR owners indexes at 101 v. s. the general P2+ population Personal Video Recorder Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year

  9. PVRUse On a per capita basis only 5% of weekly viewing is in Playback PVR owners view 11.3% of their television content in Playback The majority of television consumed in Canada is Live; a mode of viewing in which commercials cannot be skipped Personal Video Recorder Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year

  10. PVRUse Share by Viewing Mode - Total Canada Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year

  11. PVRUse Share by Viewing Mode – PVR Households Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year

  12. PVRUse While time spent in Playback is a small portion of overall time spent viewing, the ability to fast forward in Playback allows users to fast forward through all recorded content including commercials A survey conducted by BBM Analytics for TVB indicates that even in fast forward, commercials break through because people stop to watch commercials of interest Personal Video Recorder Source: BBM Analytics OmniVU September 2012

  13. PVRUse Even when users do not stop, commercial messages still break through A large majority of PVR users indicate they are aware of the advertisers in the commercials they are fast forwarding This can be attributed to a state of hyper attentiveness as users are glued to the screen to determine where in the recording they wish to stop Personal Video Recorder Source: BBM Analytics OmniVU September 2012

  14. PVR Use Commercials can only be skipped during Playback With just 5% of total viewing in Playback, PVR’s are not having a significant effect on the opportunity to see commercials In the 39% of households with a PVR, only 11% of viewing is in Playback In PVR households, 51% of viewers report that they stop skipping to view commercials of interest, and 71% report that they are aware of the advertisers in the commercials they see during fast forward Summary Source: BBM Analytics OmniVU September 2012

  15. For more information please visit tvb.ca.

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