Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Spring2011 mid season 20110405
1. V INTERACTIONS
BBM RESULTS
SPRING 2011 TO DATE
APRIL 5TH, 2011
2. INTRODUCTION
V OFFERS HIGH QUALITY ENTERTAINMENT, THAT IS LIGHT AND ACCESSIBLE,
ACCESSIBLE,
FOR THE SIMPLE VIEWING PLEASURE OF ITS AUDIENCE..
THE V TEAM HAS ANALYZED THE PERFORMANCE OF SPRING 2011 PROGRAMMING TO
DATE (MARCH 20TH).
RESULTS ARE BROKEN DOWN IN THE FOLLOWING SECTIONS:
• GLOBAL PERSPECTIVE
• THE V PROMISE
• NETWORK STRATEGY Click:
• GRASS ROOTS ACTIVATION
Spring 2011
• INTERNET Trailer:
http://bit.ly/hXXAdC
PAGE 2
4. GLOBAL PERSPECTIVE
MARKET SHARE – ALL 2 PLUS – SPRING 2011 (TO DATE – MAR 20)
GLOBAL PERFORMANCE PRIME TIME FAMILY HAPPY HOUR
7.9% + 1.3 pts 8.7% + 2.2 pts
vs. SPR. 2010
12.8% + 5.4 pts
vs. SPR. 2010 vs. SPR. 2010
- 2.5 pts - 3.3 pts - 2.5 pts
+ 0.7 pts + 0.7 pts + 0.1 pts
PAGE 4
Source: BBM, Québec Franco, Mon – Sun, 6a-2a, Mon – Sun, 5:30p – 11p, Mon – Fri, 5p – 7p,Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
5. GLOBAL PERSPECTIVE
MARKET SHARE – ADULTS 18-49 - SPRING 2011 (TO DATE – MAR 20)
GLOBAL PERFORMANCE PRIME TIME FAMILY HAPPY HOUR
8.7% + 1.3 pts 9.7% + 2.6 pts
vs. SPR. 2010
15.4% + 6.4 pts
vs. SPR. 2010 vs. SPR. 2010
- 2.0 pts - 3.6 pts - 2.9 pts
- 0.5 pts - 0.6 pts + 0.2 pts
PAGE 5
Source: BBM, Québec Franco, Mon – Sun, 6a-2a, Mon – Sun, 5:30p – 11p, Mon – Fri, 5p – 7p,Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
6. GLOBAL PERSPECTIVE
MARKET SHARE – WOMEN - SPRING 2011 (TO DATE – MAR 20)
PRIME TIME FAMILY HAPPY HOUR
+3.1 +2.9 +7.5 +7.1
+2.2 +6.3
9,9% 9,9%
9,4% 15,0% 15,2% 15,0%
SPR. 2010
7,2% SPR. 2011
7,0%
6,8%
8,7%
8,1%
7,5%
W18-34 W18-49 W25-54 W18-34 W18-49 W25-54
PAGE 6
Source: BBM, Québec Franco, Mon – Sun, 5:30p – 11p, Mon – Fri, 5p – 7p, Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
7. GLOBAL PERSPECTIVE
MARKET SHARE – MEN - SPRING 2011 (TO DATE – MAR 20)
PRIME TIME
FAMILY HAPPY HOUR
+4.0
+8.8
10,7% +2.3 +1.9 +5.8 +5.4
18,7%
9,5% 9,4%
15,6% 15,2%
SPR. 2010
SPR. 2011
7,5%
7,2%
6,7% 9,9% 9,8% 9,8%
M18-34 M18-49 M25-54 M18-34 M18-49 M25-54
PAGE 7
Source: BBM, Québec Franco, Mon – Sun, 5:30p – 11p, Mon – Fri, 5p – 7p, Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
8. GLOBAL PERSPECTIVE
MARKET SHARE – A25-49 WITH CHILDREN - SPRING 2011 (TO DATE – MAR 20)
8.1% +1.1 pts
GLOBAL
PERFORMANCE
9.1% +1.9 pts
PRIME TIME
14.0% +5.1 pts
FAMILY HAPPY HOUR
PAGE 8
Source: BBM, Québec Franco, Adults 25-54 with children under 18yrs at home, Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 - March 21 (w/o Olympics))
9. GLOBAL PERSPECTIVE
WEEKLY REACH SPRING 2011
5,239,000
Quebecers
(78%)
PAGE 9
Source: BBM, Québec Franco, All 2+, Spring 2011 TD (11 weeks – March 20)
10. GLOBAL PERSPECTIVE
WEEKLY REACH - SPRING 2011
A18-49
100%
89%
82%
80% 77%
61%
60%
52%
50%
44%
40%
38%
36%
40%
20%
0%
TVA SRC V TQ RDS D VIE ZTELE TÉLÉTOON VRAK
PAGE 10
Source: BBM, Québec Franco, A18-49, Spring 2011 TD (11 weeks – March 20)
11. GLOBAL PERSPECTIVE
AVERAGE HOURS TUNED / WEEK
SPRING 2011 vs SPRING 2010
18-
ADULTS 18-49 3 h 06 min. +36 min.
BY VIEWER
PAGE 11
Source: BBM, Québec Franco, Mon – Sun, 6a-2a,Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
12. SPRING 2011
GLOBAL PERSPECTIVE
THE V PROMISE
NETWORK STRATEGY
GRASS ROOTS ACTIVATION
INTERNET
PAGE 12
13. THE V PROMISE
YOUNGER
MORE BALANCED (male vs. female)
MORE ACTIVE
MORE INDEPENDANT
PAGE 13
14. THE V PROMISE
V DELIVERS A YOUNGER AUDIENCE
AUDIENCE COMPOSITION AGED <55 YRS.
V 64%
TVA 53%
SRC 46%
PAGE 14
Source: BBM, Québec Franco, All 2+, Mon – Sun, 6a – 2a, Spring 2011 TD (11 weeks – March 20)
15. THE V PROMISE
V DELIVERS A MORE BALANCED AUDIENCE
AUDIENCE COMPOSITION
V TVA SRC
Men
Women
41,8%
43,4%
48,8%
51,2%
56,6%
58,2%
PAGE 15
Source: BBM, Québec Franco, All 2+, Mon – Sun, 6a – 2a, Spring 2011 TD (11 weeks – March 20)
16. THE V PROMISE
V DELIVERS A MORE ACTIVE AUDIENCE
AUDIENCE COMPOSITION
A18-
A18- 49 RESTAURANT A18-
A18- 49 MOVIES, CONCERTS, A18-
A18- 49 OWN CELL PHONE
PROFESSIONAL SPORTS
38%
32%
28% 27%
25%
20% 19% 19%
16%
V TVA SRC V TVA SRC V TVA SRC
PAGE 16
Source: BBM, Québec Franco, A18+, Mon – Sun, 6a – 2a, Spring 2011 TD (11 weeks– March 20)
17. THE V PROMISE
V DELIVERS A MORE ACTIVE AUDIENCE
AUDIENCE COMPOSITION
A18-
A18- 49 AUTOMOBILE A18-
A18- 49 HHI $60K+
37%
31%
27% 17%
14% 14%
V TVA SRC V TVA SRC
PAGE 17
Source: BBM, Québec Franco, A18+, Mon – Sun, 6a – 2a, Spring 2011 TD (11 weeks – March 20)
18. SPRING 2011
GLOBAL PERSPECTIVE
THE V PROMISE
NETWORK STRATEGY
GRASS ROOTS ACITVATION
INTERNET
PAGE 18
19. NETWORK STRATEGY
PRIME TIME HOME GROWN PRODUCTIONS
NEWS COUNTER-PROGRAMMING
ACCESS PRIME FAMILY VIEWING
STAR POWER ALEXANDRE BARETTE
PAGE 19
20. NETWORK STRATEGY
HOME GROWN PRODUCTIONS
MARKET SHARE
REMISE À NEUF
V SRC TVA
24,1%
22,5%
20,0%
19,0%
18,2%
17,3%
16,0%
14,5%
13,2%
Tuesday 7p – 7:30p
A18-49 M18-34 A25-49
W/KIDS
PAGE 20
Source: BBM, Québec Franco, Tuesday 7p – 7:30p, Spring 2011 TD (7 weeks – March 20)
21. NETWORK STRATEGY
HOME GROWN PRODUCTIONS
MARKET SHARE
NOS CANADIENS
V SRC TVA
26,1%
25,2%
24,2%
15,9%
14,7%
14,0%
10,7%
8,6%
9,1%
Friday 7p – 8p
A18-49 M18-49 A25-49
W/KIDS
PAGE 21
Source: BBM, Québec Franco, Friday 7p – 8p, Spring 2011 TD (7 weeks – March 20)
22. NETWORK STRATEGY
PRIME TIME HOME GROWN PRODUCTIONS
COUNTER-
NEWS COUNTER-PROGRAMMING
ACCESS PRIME FAMILY VIEWING
STAR POWER ALEXANDRE BARETTE
PAGE 22
23. NETWORK STRATEGY
NEWS COUNTER-PROGRAMMING
MARKET SHARE
UN GARS LE SOIR - SPRING to date -
V SRC TVA
19,2%
16,3%
15,0%
14,4%
13,0%
11,3%
10,5%
9,8%
9,3%
Mon - Thu 10p – 10:30p
A18-49 M18-34 M18-49
PAGE 23
Source: BBM, Québec Franco, Mon – Thu 10p – 10:30p, Spring 2011 TD (7 weeks – March 20)
24. NETWORK STRATEGY
PRIME TIME HOME GROWN PRODUCTIONS
NEWS COUNTER-PROGRAMMING
ACCESS PRIME FAMILY VIEWING
STAR POWER ALEXANDRE BARETTE
PAGE 24
25. NETWORK STRATEGY
FAMILY VIEWING
INCLUDING PLAYBACK (JAN 3 – MAR 20)
MINUTE AVERAGE AUDIENCE
ALL 2+ (000) +91%
+62%
475
+78% 424
+114%
346
304
+45% 262 249
195 183
142
126
FAMILY HAPPY L'Échelle du La Guerre des Atomes Crochus Un Souper
HOUR Talent Clans Presque Parfait
SPR. '10 SPR. '11
PAGE 25
Source: BBM, Québec Franco, Mon – Fri, 5p – 7p,Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
26. NETWORK STRATEGY
FAMILY VIEWING
INCLUDING PLAYBACK (JAN 3 – MAR 20)
MARKET SHARE – A18-49
20,0%
18,2% 19,1%
15,7% 17,2%
15,4%
12,6% 12,5%
11,5% 11,2%
10,1% 10,7%
9,0%
6,7% 6,3%
5p-7p 5p-5:30p 5:30p-6p 6p-6:30p 6:30p-7p
SPR. '10 FALL '10 SPR. '11
PAGE 26
Source: BBM, Québec Franco, Mon – Fri, 5p – 7p,Spring 2011 TD (11 weeks – March 20) vs. Spring 2010 (Jan 4 – March 21 (w/o Olympics))
27. NETWORK STRATEGY
FAMILY VIEWING
ORIGINAL VERSIONS ONLY (JAN 31 – MAR 20)
MARKET SHARE
L’ÉCHELLE DU TALENT
’ÉCHELLE - SPRING to date -
V SRC TVA
29,3%
25,8%
22,7%
5p – 5:30p
14,2%
12,4%
11,1%
10,5%
11,4%
10,1%
A18-49 M25-54 M18-34
PAGE 27
Source: BBM, Québec Franco, Spring 2011 TD (7 weeks – March 20) Mon – Fri, 5p – 5:30p
28. NETWORK STRATEGY
FAMILY VIEWING
ORIGINAL VERSIONS ONLY (JAN 31 – MAR 20)
MARKET SHARE
GUERRE DES CLANS - SPRING to date -
V SRC TVA
29,5%
25,4%
22,3%
5:30p – 6p
14,6%
13,5%
13,2%
12,3%
12,7%
11,9%
A18-49 W25-54 M18-34
PAGE 28
Source: BBM, Québec Franco, Mon – Fri, 5:30p – 6p, Spring 2011 TD (7 weeks – March 20)
29. NETWORK STRATEGY
FAMILY VIEWING
ORIGINAL VERSIONS ONLY (JAN 31 – MAR 20)
MARKET SHARE
- SPRING to date -
ATOMES CROCHUS
V SRC TVA
27,0%
27,1%
25,1%
22,9%
19,5%
18,6%
6p – 6:30p
8,3%
9,5%
9,6%
A18-49 M18-34 W18-49
PAGE 29
Source: BBM, Québec Franco, Mon – Fri, 6p – 6:30p, Spring 2011 TD (7 weeks – March 20)
30. NETWORK STRATEGY
FAMILY VIEWING
ORIGINAL VERSIONS ONLY (JAN 31 – MAR 20)
MARKET SHARE
- SPRING to date -
UN SOUPER PRESQUE PARFAIT V SRC TVA
24,6%
23,1%
24,0%
23,2%
24,1%
22,7%
21,8%
20,4%
6:30p – 7p
9,2%
8,4%
7,9%
7,2%
A18-49 M18-49 A18-34 A25-54 W/KIDS
PAGE 30
Source: BBM, Québec Franco, Mon – Fri, 6:30p – 7p, Spring 2011 TD (7 weeks – March 20)
31. NETWORK STRATEGY
FAMILY VIEWING
ORIGINAL VERSIONS ONLY (JAN 31 – MAR 20)
UN SOUPER PRESQUE PARFAIT
MARKET SHARE - A18-49
28,7%
26,3%
26,0%
25,9%
23,9% 24,2%
23,6%
22,6%
TVA
22,5% 23,8% 22,3%
22,7%
18,2% V
SRC
7,8% 8,0% 8,1% 8,2%
10,5% 8,2% 7,7%
Jan 31 '11 Feb 7 '11 Feb 14 '11 Feb 21 '11 Feb 28 '11 March 7 '11 March 14 '11
PAGE 31
Source: BBM, Québec Franco, Mon – Fri, 6:30p – 7p, A18-49, Spring 2011 TD (7 weeks – March 20)
32. NETWORK STRATEGY
PRIME TIME HOME GROWN PRODUCTIONS
NEWS COUNTER-PROGRAMMING
ACCESS PRIME FAMILY VIEWING
STAR POWER ALEXANDRE BARETTE
PAGE 32
33. NETWORK STRATEGY
ALEXANDRE BARRETTE
MARKET SHARE
TAXI PAYANT - SPRING to date -
V SRC TVA
26,4%
26,5%
24,8%
22,0%
20,5%
19,0%
17,7%
16,0%
7p-
MONDAY 7p- 7:30p
16,6%
A18-49 M18-34 M18-49
PAGE 33
Source: BBM, Québec Franco, Spring 2011 TD, Original Versions only (7 weeks – March 20)
34. SPRING 2011
GLOBAL PERSPECTIVE
THE V PROMISE
NETWORK STRATEGY
GRASS ROOTS ACTIVATION
INTERNET
PAGE 34
35. GRASS ROOTS ACTIVATION
• OUR PROGRAMMING SUCCES TEAMED WITH « LA GRANDE VIRÉE », A PROVINCE
WIDE PROMO TOUR THIS PAST WINTER, HAVE INCREASED AWARENESS AND TOP OF
MIND OF V OUTSIDE OF MONTREAL.
• THIS IS SURE TO HELP V REACH NEW AUDIENCE RECORDS IN ALL QUEBEC REGIONAL
MARKETS WHEN BBM SPRING 2011 DIARY SURVEY IS RELEASED IN EARLY MAY.
PAGE 35
36. SPRING 2011
GLOBAL PERSPECTIVE
THE V PROMISE
NETWORK STRATEGY
GRASS ROOTS ACITVATION
INTERNET
PAGE 36
37. INTERNET
VTELE.CA IS A VIDEO ENTERTAINMENT SITE THAT REFLECTS THE NETWORK’S POSITIONING;
OFFERS HIGH QUALITY, LIGHT AND ACCESSIBLE ENTERTAINMENT FOR THE SIMPLE VIEWING
PLEASURE OF ITS AUDIENCE..
IN MARCH 2011, 2.3 MILLION VIDEO SEGMENTS WERE VIEWED ON VTELE.CA.
MARCH 2010 MARCH 2011 VARIANCE
Unique Visitors 405,000 536,000 +32%
Visits 852,000 1,179,000 +38%
Avg. min. per visit 7: 14 10:57 +51%
Source: Google Analytics
PAGE 37
38. INTERNET
A PROACTIVE APPROACH TO SOCIAL MEDIA.
MORE THAN 50K FANS FOR VTELE AND OUR MAIN SHOWS.
Page Fans
Vtele 19,000
Un souper presque parfait 13,200
Un gars le soir 6,700
Dumont 3,400
Atomes crochus 2,100
La Cantine 2,000
Prozac 1,800
L’échelle du talent 1,500
Taxi payant 800
MORE THAN 7,000 FOLLOWERS ON FACEBOOK.
PAGE 38
* En date du 31 mars 2011
39. INTERNET
UN SOUPER PRESQUE PARFAIT ON FACEBOOK
FACEBOOK FANS HAVE TRIPLED FOR THE SECOND SEASON OF
UN SOUPER PRESQUE PARFAIT
- THE SHOW’S FACEBOOK PAGE NOW TOTALS MORE THAN 15,000 FANS.
Facebook fans for DETAILS
Un souper presque parfait
• 9,500 are active daily.
15000
• 13,700 are active weekly.
10000
• 73% are women.
5000
• 80% are under 45.
0
• 60% say they live in Montreal.
09
09
08
08
07
06
08
9-
0-
1-
2-
1-
2-
3-
-0
-1
-1
-1
-0
-0
-0
10
10
10
10
11
11
11
20
20
20
20
20
20
20
PAGE 39
40. INTERNET
UN SOUPER PRESQUE PARFAIT ON FACEBOOK
A POPULAR FACEBOOK APPLICATION
ALLOWS VIEWERS TO SHARE AND
RECREATE THEIR FAVOURITE
CONTESTANTS’ RECIPES IN AN EFFORT
TO HELP THEM WIN A $2,000 PRIZE.
FANS WHO
RECREATE
RECIPES
ALSO STAND
THE CHANCE
TO WIN A
CASH PRIZE.
PAGE 40
41. INTERNET
UN SOUPER PRESQUE PARFAIT ON FACEBOOK
NEARLY 9,000 FANS HAVE DOWNLOADED
L’APPROCHE THE APPLICATION IN TWO MONTHS.
Source : Facebook – Feb 8 to Apr 5.
PAGE 41
