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Overview of CBC/Radio-Canada’s Audience Performance

Overview of CBC/Radio-Canada’s Audience Performance. Prepared By CBC/Radio-Canada Research & Strategic Analysis March 2007. Table of Content. 3 4 7 19 28 33 34 39 43 47 52 53 56 60. Part 1: TELEVISION Part 1a: OVERALL TRENDS

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Overview of CBC/Radio-Canada’s Audience Performance

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  1. Overview of CBC/Radio-Canada’s Audience Performance Prepared By CBC/Radio-Canada Research & Strategic Analysis March 2007

  2. Table of Content 3 4 7 19 28 33 34 39 43 47 52 53 56 60 Part 1: TELEVISION Part 1a: OVERALL TRENDS Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION’S PERFORMANCE WITHIN IT Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD Part 2: RADIO Part 2a: OVERALL TRENDS Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD Part 3: INTERNET Part 3a: OVERALL TRENDS Part 3b: CBC.ca & Radio-Canada.ca‘s PERFORMANCE Part 4: WHAT THE PUBLIC SAYS

  3. Part 1: TELEVISION

  4. Part 1a: OVERALL TRENDS

  5. Weekly TV usage has increased in recent years Weekly Per Capita Hours Of Viewing To Television All Persons 2+, 1985-1986 to 2005-2006 SOURCE: BBM, Nielsen Media Research, Statistics Canada

  6. Trends in TV usage by age groups have remained consistent over time SOURCE: Nielsen Media Research

  7. THE ENGLISH-LANGUAGE TV MARKET AND CBC TELEVISION’S PERFORMANCE WITHIN IT Part 1b:

  8. Over-the-air viewing has dropped dramatically Distribution Of Viewing to English TV by Viewing Environment Monday-Sunday, 24 Hours % Digital Cable 47.7% DTH (Satellite) Cable + DTH Analogue Cable Off-Air Off-Air September to August Source: Nielsen Media Research

  9. Anglophones in digital cable homes spend the most time in front of their TV set Weekly Per Capita Hours of Viewing to Television by Environment ANGLOPHONES September 2005 to August 2006 SOURCE: Nielsen Media Research

  10. And they enjoy a multitude of programming choices A LOOK AT FRAGMENTATION Share of Viewing to English TV All Day (24 Hours) % September 2005 to August 2006 SOURCE: Nielsen Media Research

  11. But these choices don’t emanate from diverse ownership Share of Viewing to English CANADIAN CONVENTIONAL TV Before and After Recently Announced Acquisitions* All Day, 24 Hours % Based on all persons 2+, August 28, 2006 to December 31, 2007 * CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis SOURCE: BBM Nielsen Media Research

  12. Increased viewing to Specialty/Pay has impacted most Canadian and US conventional networks Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.) % CBC* CBC* CTV CTV Global Global Other Canadian Conventional Other Canadian Conventional Specialty/Pay Specialty/Pay US Conventional US Conventional SOURCE: Nielsen Media Research

  13. Top US programming is more popular than ever before Top 10 Series on English TV2005-2006 TV Season RANK 1 2 3 4 5 6 7 8 9 10 NETWORK CTV Global CTV CTV Global CTV CTV CTV CTV CTV PROGRAM C.S.I. Survivor: Guatemala American Idol 5 - Performance American Idol 5 – Results Survivor: Panama C.S.I. Miami Desperate Housewives Amazing Race E.R. Lost AVERAGE AMA (000) 3,093 3,084 2,849 2,680 2,540 2,453 2,415 2,172 2,147 2,071 2,550 Note: Prime time shows only, August 29, 2005 to April 2, 2006. Excludes CTV’s Canadian Idol which ended in mid September. SOURCE: Nielsen Media Research

  14. CBC Television remains the home of Canadian content English Conventional TV & Canadian Programming Prime Time % ‘September 2005 to August 2006’ Source: Nielsen Media Research

  15. Top 20 Canadian Drama/Comedy Series And the only network with the shelf space to air Canadian Drama/Comedy series RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NETWORK CTV CBC CTV CBC CBC CTV CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC Global Global AMA (000) 1 401 727 710 696 670 653 624 499 462 449 431 416 395 386 383 376 358 352 295 285 PROGRAM Corner Gas (Monday, 8 p.m.) The Rick Mercer Report (Tuesday, 8 p.m.) Degrassi: The Next Generation (Monday, 8:30 p.m.) Royal Canadian Air Farce (Friday, 8 p.m.) This Hour Has 22 Minutes (Friday, 8:30 p.m.) Jeff Ltd, (Wednesday, 9:30 p.m.) Just for Laughs (Friday, 9 p.m.) Winnipeg Comedy Fest (Friday, 9 p.m.) Just for Laughs Gala (Friday, 9 p.m.) The Rick Mercer Report – R (Wednesday, 7 p.m.) Hatching, Matching and Dispatching (Friday, 9 p.m.) Royal Canadian Air Farce – R (Monday, 7 p.m.) Da Vinci’s City Hall (Tuesday, 9 p.m.) Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.) Red Green Show (Friday, 7 p.m.) This Hour Has 22 Minutes – R (Tuesday, 7 p.m.) This Is Wonderland (Wednesday, 8 p.m.) At The Hotel (Tuesday, 9 p.m.) Zoe Busiek: Wild Card (Saturday, 8 p.m.) Blue Murder (Saturday, 9 p.m.) Note: Prime time shows only, August 29, 2005 to April 2, 2006. - R - = Repeat SOURCE: Nielsen Media Research

  16. CBC Television’s reliance on over-the-air viewing has declined significantly in the past five years Distribution of Viewing to CBC Television by Viewing Environment Monday-Sunday, 24 Hours % Digital Cable Cable + DTH DTH Analogue Cable Off-Air Off-Air September to August Source: Nielsen Media Research

  17. CBC Television’s schedule balance Programming Output by Genre UK vs CBC Television Source: Ofcom International Market Review, 2005-2006 NMR (CBC O&Os)

  18. CBC Newsworld: Number one in Canadian News and Information SOURCE: Nielsen Media Research

  19. THE FRANCOPHONE TV MARKET AND TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT Part 1c:

  20. Francophone digital universe has grown by almost one-quarter in just two years Distribution of Viewing Among Francophones by Viewing Environment Monday - Sunday, 24 Hours % Digital (Cable and DTH) Analogue Cable Off-Air September to August Source: BBM (Quebec Only)

  21. Francophones in analogue homes continue to watch more TV each week Weekly Per Capita Hours of Viewing to Television by Environment FRANCOPHONES in QUÉBEC September 2005 to August 2006 SOURCE: BBM

  22. Télévision de Radio-Canada maintains a healthy position in a highly fragmented market A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec All Day (24 Hours) % *Includes TFO and other Cable French Stations September 2005 to August 2006 SOURCE: BBM

  23. Three main conventional networks account for more than half of all Francophone viewing Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.) % Radio- Canada Radio- Canada TVA TVA TQS TQS Télé-Québec Télé-Québec Specialty/Cable Specialty/Cable English Stations English Stations Other Other PMT PPM ‘September to August’ SOURCE: BBM (PMT 2001-2002 TO 2003-2004, PPM 2004-2005 TO 2005-2006)

  24. Télévision de Radio-Canada’s reliance on over-the-air viewers has declined Distribution of Télévision de Radio-Canada Viewing by Environment Monday - Sunday, 24 Hours % Digital (Cable and DTH) Analogue Cable Off-Air September to August Source: BBM Quebec Francophones

  25. More Canadian programming than other conventional networks French-languages TV Stations and Canadian Programming Prime Time % ‘September 2005 to August 2006’ SOURCE: BBM

  26. Télévision de Radio-Canada’s schedule balance Programming Output by Genre France vs Télévision de Radio-Canada Source: Ofcom International Market Review, 2005-2006 BBM (Radio-Canada)

  27. RDI is still number one in News, but LCN is narrowing the gap Source: BBM

  28. EMERGING TECHNOLOGIES IN THE VIDEO WORLD Part 1d:

  29. New Ways of Accessing Video Content • Technological advancements over the past ten years have given rise to a variety of new platforms for consumers to receive and view video programming, including video-on-demand (VOD), personal video recorders (PVRs), Internet streaming and Internet downloading. • These new platforms and technologies have affected the video opportunities available to Canadians in three key ways. • First, they significantly expanded where consumers can receive and watch video programming. Second, all of these new platforms, with the exception of some forms of Internet streaming, can be characterized as on-demand services which free viewers from the rigidity of program schedules. Third, some new platforms provide video in a significantly different format from traditional television.

  30. More video programming available over more distribution platforms Illustration of Multi-platform Growth – Video • 1995 • TV Distribution • Over-the-air TV • Analogue Cable • Personalization • VCR • Specialty TV • Pay TV • 2005 • TV Distribution • Over-the-air TV • Analogue Cable • Digital Cable • DTH Satellite • Wireless Cable (MDS) • IPTV • Internet • Personalization • VCR • Specialty TV • Pay TV • DVD Player • PPV • PVR • VOD • Video Downloads • Video Streaming • Portable • DVD Player • Digital Video Player • Mobile Phone • Laptop Computer

  31. While ownership and usage of some of the new video devices is low… Trends in the Penetration and Usage of Video Technologies Among Canadian Adults

  32. … acceptance of these new ‘on-demand’ tools is higher among certain segments of the population Penetration and Usage of New Video Technologies Among Anglophone and Francophone Age Groups

  33. Part 2: RADIO

  34. Part 2a: OVERALL TRENDS

  35. Listening to conventional radio has decreased over the past decade Weekly Per Capita Hours Of Listening To Radio All Persons 12+, 1986 to 2006 (Fall Sweeps) SOURCE: BBM

  36. This is true among all age groups, but especially teens (Fall Sweeps) SOURCE: BBM

  37. Almost 8 out of 10 hours spent listening to radio is through the FM band AM/FM Share (%) of Tuning Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+Fall/S4 Surveys FM FM AM AM SOURCE: BBM

  38. Out-of-home listening is still growing Location Share (%) Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+Fall/S4 Surveys Home Home Work Work Car Car Other Other SOURCE: BBM

  39. CBC RADIO’S AUDIENCE PERFORMANCE Part 2b:

  40. CBC Radio weekly usage maintained despite overall decline in radio usage * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005. SOURCE: BBM

  41. Record-level audience shares mean strong basis for CBC Radio’s Renewal initiative 13.0 12.7 13.0 12.6 12.4 12.8 12.3 12.4 12.2 12.3 12.2 11.5 8.9 Base: Anglophones who listened in CBC areas * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005. SOURCE: BBM

  42. CBC Radio One: Ranks in top 3 in most markets The Share of 12+ Listening Captured byIndividual Stations BBM S4 2006 Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador

  43. RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE Part 2c:

  44. Radio de Radio-Canada: Increased usage over the past five years * Labour dispute affected 3 ½ out of the 8 weeks measured ** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured. SOURCE: BBM

  45. And audience shares that have nearly doubled 16.5 16.3 15.7 15.2 15.6 15.3 14.7 13.7 12.4 11.1 10.8 9.9 8.9 * Labour dispute affected 3 ½ out of the 8 weeks measured ** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured. Base: French Radio Listening Among Francophones in SRC Areas SOURCE: BBM

  46. Weekday morning shares demonstrate the value of local programming The Share of 12+ Listening Captured by Individual Stations BBM S4 2006

  47. EMERGING TECHNOLOGIES IN THE AUDIO WORLD Part 2d:

  48. New Ways of Accessing Audio Content • Over the past decade, numerous new ways of accessing audio content have become available in Canada, including digital radio, pay audio, satellite radio, Internet streaming, podcasting and Internet downloading of music. • As with new video platforms, these new audio platforms provide consumers with increased choice in terms of where and how audio services can be received, increased diversity in the type of content that is available and greater flexibility and control over when content is accessed and listened to. • The new audio platforms have met with varying degrees of acceptance by the public and while the final verdict is still out on most of them, they have increased audience fragmentation and are forcing audio broadcasters to be both more thoughtful and more innovative when developing audio content and when deciding the best means to deliver it to Canadians.

  49. A wide array of new audio platforms, presenting a significant challenge to traditional radio Illustration of Multi-platform Growth – Audio • 1995 • Distribution • Radio • On-Demand • Tapes • CDs • Portable • Walkman • 2005 • Distribution • Radio • Internet • Satellite Radio • On-Demand • CDs • Music Downloads • Streaming Audio • Podcasting • Portable • Walkman • Digital Audio Player • Mobile Phone

  50. With usage of iPod/MP3 Players and audio over the Internet ranging from 6 to 21 per cent among all Canadians Trends in the Penetration and Usage of Audio Technologies Among Canadian Adults

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