TORONTO, Oct. 3, 2013 /CNW/ - The Television Bureau of Canada (TVB)
released today Canada's Net Advertising Volume by Medium for the Broadcast Year ending August 31st, 2012, which confirms that television continues to be the dominant Advertising medium in Canada
with $3.6 billion in revenue. For the first time, TVB is reporting Online Television Revenue volume at $110 million in
2012, which grew +10% versus 2011. Previously, TV's Online Advertising Revenue had been reported
exclusively within IAB's Internet Advertising Revenue, along with
Newspaper, Magazine and Radio Online Advertising.
As reported by the IAB, Online Video Advertising revenues grew to $92 million last year, less
than 3% of Television's $3.6 billion Advertising revenue. Television's revenue strength is consistent with robust average Adult 18+ viewing at 28.8 hours per week, unchanged from the
previous 5-year average of 28.8 hours per week. Powerful Television content is the driving force behind time spent,
regardless of platform.
Television's dominance is expected to continue as the industry rapidly
transforms "everywhere" access through the introduction of extensive easy-to-use cross-screen viewing
opportunities. As technology increasingly allows people to access
their preferred content any time, anywhere - television's online revenues will continue to grow.
Research-validated reasons for Television's dominance:
TVB's most recent Television Viewing Preferences and Online Synergy Study released in 2013 confirms, given the choice between smartphones,
tablets and computers, 87% of adults between 18 and 49 prefer watching their favourite TV shows
on a television screen at home. The research also found that 73% of the same demographic think watching TV content on a computer,
tablet or mobile device could not replace viewing on a television set. People watch on the best available screen at the time.
TVB's Attitudinal Survey 2013, shows that 76% of the 18-49 demographic agree that commercials viewed on their TVs
are the most effective or influential, versus just 22% viewed on a computer, tablet, e-reader, or mobile
Television reaches 98% of Canadian households. It is a trusted sourced for both entertainment and advertising
messages. On any given weeknight, Canadian prime time television viewership peaks at over 14 million
viewers. No other medium beats television for scale of audience or for
emotionally engaging consumers. It's a fact! Television remains at
the heart of both popular culture and advertising effectiveness.
About the Television Bureau of Canada (TVB):
On behalf of the media industry as whole, TVB has aggregated revenue
data for all media, including television, internet, radio, newspapers,
magazines and out-of-home. This co-operative media revenue compilation
is considered industry currency and is utilized by organizations such
as the Conference Board of Canada, Canadian Marketing Association and
The Television Bureau of Canada is an industry association for
commercial television broadcasters in Canada. TVB is a spokesperson
for its members on television and advertising issues affecting the
broad membership. TVB provides leading edge research and information
about television advertising.
SOURCE: Television Bureau of Canada
For further information:
Senior Communications Officer
Television Bureau of Canada (TVB)
416.413.3885 | 416.526.0750
firstname.lastname@example.org | Twitter.com/TVB_ca