Transcript The Canadian Broadcast Industry The Landscape & How TV is

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
Multi-cultural community, with some of the highest
concentrations of ethnic diversity in the world
The Canadian Market
33 million people
40 TV markets
13.3 million TV households
Source: CDN - BBM Canada – Jan ‘11
Total Advertising Revenue
$14.1 billion total advertising market
$3.3 billion is TV
$99 - per capita TV ad spend
Source: TVB Canada – Net Advertising Volume 2010
Top TV Markets in North America
number of people aged 2+
20.1
New York
17
Los Angeles
9.4
Chicago
Philadelphia
7.5
Toronto
7.2
Dallas-Ft. Worth
6.9
San Francisco-Oak-San José
6.7
Atlanta
6.2
Boston
6
Washington
 Toronto is the 5th largest market in North America
5.9
Source: Canadian- BBM Canada Fall 2010,US-Nielsen Media Research, January 2011, Population estimates in millions
Top 10 Canadian TV Markets
Toronto-Hamilton
7174
Montreal
4618
Vancouver
3413
Kitchener-London
1940
Edmonton
1627
Calgary
1563
Ottawa-Gatineau
Quebec City
Winnipeg
East Central Ontario
1415
1058
961
724
Population (000)
Source: BBM Canada Fall 2010
Dramatic Population Concentration
The top 10 markets represent 75% of the total population
This concentrated population distribution has lead to exclusively
market-specific television planning and execution
 National ratings are not utilized as they would not accurately reflect Top 10 vs.
minor market deliveries
 Given the importance of each major market, it is imperative to ensure delivery of
planned support levels in each
• e.g. Toronto represents almost 22% of Canada’s total population
Source: BBM Canada Fall 2010
Canadian Advertising Revenue Growth
2003 vs. 2010
Millions
Total Dollars ($)
3.5
TV
Newspaper
Radio
Out-of-home
Internet
3.0
2.5
2.0
Television
1.5
Newspaper
Radio
Out-of-home
1.0
Internet
0.5
0.0
2003
2004
2005
2006
Source: TVB Canada, Net Ad Volume – CRTC/CNA/NMR/IAB
2007
2008
2009
2010
+9.2%
+3.5%
+3.3%
+15.9%
+22.5%
Share of Canadian TV viewing
Conventional/Broadcast vs. Specialty/Cable
What We Watch
Viewers 2+, Mo-Su 2a-2a, 2011
43.1%
Canadian Conventional
Canadian Specialty
5.0%
7.5%
44.4%
Source: BBM Canada 2011
U.S. Conv./Broadcast
U.S. Specialty
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
Canadian Television Viewing Patterns
Average per capita viewing - Adults 25-54
Television-watching hours per week
Canadians are watching more television today than they did 10 years ago
29
28
27
26
25
24
23
22
21
Source: BBM Canada Aug-May 09-10
* Different measurement systems cannot be directly compared .
Average per Capita
Weekly Viewing Hours
(by demographic group)
26.9
AP2+
C2-11
21.4
T12-17
21.3
A18-34
21.3
23.9
A35-49
37.1
A55+
Canada
Source: BBM National PPM, September 2011
Television Technology Adoption
99% penetration of Canadian households
92% of homes have either cable or satellite
73% are digital
33% are HD-equipped
Source:
CDN – BBM Canada – Jan ’11
Media Stats – June ’10
2010 Media Technology Monitor (MTM)