1. TELEVISION �� TELEVISION
Television
General Information
➤ On average, adults spend 29.7 hours per week viewing television, teens 22.1 hours and
seniors 55+ 39.1 hours weekly Television
➤ 50% of households in Vancouver, Calgary and Edmonton have a PVR, with a 31%
accounted for
average across the country 43% of global ad
➤ Canadians spend 80% of their viewing time with commercial television spending in 2011
– a record high,
➤ 33% of English speaking Canadians watch TV online, 4% watch online exclusively
according
➤ 50% of Canadians have a smartphone; 21% own a tablet
to GroupM
➤ 59% of Canadians always/often use another device while viewing television
Sources: BBM, comScore, Mobilens, Media Technology Monitor 2011
Viewing Habits of Canadians National Television Audience Viewing Habits of Canadians 2+
2+ by Station Groups, Share across available Across Available Channels, Share
 Television
Share of Hours Tuned Canadian Conventional of Hours Tuned
Total Canada Mon - Sun, 2a-2a channels - all persons 2+ Quebec Province
Total Canada Mon - Sun, 2a-2a Quebec Province Mon - Sun, 2a-2a
1%
.5% CTV .5%
6.6% 0.2% 2%
4.4% US SPEC
OTHER
5.8% US TUNING
Global CBC
3%
Advertising
V
u.s. conv TQ+
As advertisers seek greater proof of the in which messages reach the emotional
9V%
That Connects effectiveness of television advertising, centres of our brain. 17%
Emotionally
some organizations, including the
11.8 17 %
TVA
50.4
%
Television Bureau of Canada, have turned Measurement is the lifeblood of Global
25 43
CAN. CONV
to neuroscience to answer this call. advertising media, and broadcast arguably
french
%
2% 12.2% %
CANADIAN CBC %
Social Media Starts Here! That was the Emotions are the primary driver of human provides the best measurement of all PAY, DIGITAL
TQ+
TVA FRENCH
9.1%
26.6
SPECIALTY
theme of TV Day 2012, which celebrated behaviour, and measuring emotional media. Through Portable People Meters SPEC/PAY
25
% SRC
the role of television content and its engagement with advertising is critical to (PPM), television is the only medium to CAN. CONV
place within the digital lives of today’s understanding advertising effectiveness. provide advertisers with minute by minute
ENGlish
%
CTV 13%
consumers. Time and time again, the measurement 24/7. This measurement 6.3% SRC
Citytv
death knell is sounded for “traditional” Ninety five percent of brain processing does not rely on the ability of panel
5.6% 3%
ENGLISH
media, as consumers are enabled by new occurs below conscious awareness, members to accurately report their CTV Two SPEC/PAY
technology. However, rather than replacing including the majority of emotional behaviour, it electronically measures it
traditional media, on and offline media processing, and it is this activity that without bias.
have become integral companions and only neuroscience methods can measure.
have combined to amplify advertising These methods have shown that the For more information on these topics
communication through social networks power of emotion and implicit memory as well as reports on viewing, attitudes NATIONAL NETWORKS- ENGLISH CTV (a division of Bell Media) is Canada’s largest private broad-
and earned impressions. The relationship are essential to effective communication, toward advertising, reach time spent caster. It features a wide range of news, sports, information and
between on and offline media is creating an and the immersive experience provided statistics, ad receptivity, ad revenue CBC TELEVISION is a 24-hour English Language network for entertainment programming. As of fall 2012, CTV Two will be
experiential eco-system that is turning out by television content is key to creating a statistics by medium, and more, please news, information, sports and entertainment programming, much sold on a network basis as well as regionally and selectively.
to be greater than the sum of its parts. relaxed, receptive and shared environment visit tvb.ca. of which is produced by, for and about Canadians. GLOBAL (a division of Shaw Media) is an unwired national
CITY (a division of Rogers Media) is a semi-national network network reaching 99% of English-speaking Canada. It broadcasts
with stations in Ontario, B.C., Alberta, Manitoba and most news, information and entertainment programming.
recently, Saskatchewan and Quebec. It broadcasts news, informa-
tion and entertainment programming.
10 Media Digest 2012/13 Media Digest 2012/13 11