Canwest and Solutions Research Group Release Findings of Landmark Television
Audience Study

New Research Provides Insight Into Audience Engagement, Ad Receptivity & Reveals What Women Really Watch

TORONTO, Feb. 11 /CNW/ - In Fall 2009, Canwest Broadcasting commissioned Solutions Research Group Inc. to conduct an audience study, the results of which were released today. The purpose of the project was to understand the level of viewer engagement to Canada's top specialty channels, as well as viewer receptivity to and perceived appropriateness of advertising targeted at women on a variety of channels. SRG sampled 3,000 English Canadian Adults aged 18-54 and the channels included in the study were selected on Top 30 Fall AMA rankers (August 31, 2009 - October 25, 2009, see below), including ten from Canwest's portfolio. The study was modeled after the respected Simmons multi-media engagement study in the United States.

"This study was designed to provide insight into and context around an ever changing landscape." said Kathy Gardner, Senior Vice President, Strategic Insight, Canwest Broadcasting. "We are pleased to work again with SRG to develop a measurement tool our clients can use to better target their consumers."

-------------------------------------------------------------------------

Channel Attentiveness & Engagement

With regards to channel attentiveness, the panel was asked to rate on a scale of 1-5 "how attentively they watch each channel". For women 25-54 a very diverse group of channels dominate the top five: Mystery TV, Food Network, OLN, Discovery and The Weather Network. While these results are not surprising for the traditionally high AMA ranking Food Network and Discovery, channels such as Mystery TV and OLN were unexpected additions to the top of the attentiveness ranker.

Since the introduction of the PPM methodology last Fall, sports and children's channels have jumped to the top female audience ranker positions. However, when a qualitative engagement filter is applied to the quantitative data, an entirely different story emerges. Using the same attentiveness lens used above, the new picture shows all sports and children's channels ranked in the bottom ten and reporting below average attentiveness scores among W25-54.

    
    -------------------------------------  ----------------------------------
                          W25-54                                 Ranked on
    Channel             AMA (000)   Rank    Channel            Attentiveness
    -------------------------------------  ----------------------------------
    TSN                    30.2      1      Mystery TV               79
    YTV                    27.7      2      Food Network             75
    HGTV                   22.2      3      OLN                      72
    W Network              19.1      4      Discovery                72
    Discovery              19.1      5      Weather                  71
    Teletoon Eng           19.0      6      Space                    70
    History                16.8      7      National Geographic      70
    Sportsnet National     16.2      8      HGTV                     70
    Showcase               15.3      9      Bravo!                   69
    Space                  14.3     10      W Network                68
    -------------------------------------  ----------------------------------
    Food Network           13.1     11      Slice                    67
    Tvtropolis             10.2     12      Showcase Diva            66
    Comedy                  9.9     13      Newsworld                66
    Slice                   9.8     14      Dusk                     66
    MuchMusic               8.1     15      History                  65
    CMT                     7.5     16      Showcase                 64
    Bravo!                  7.3     17      Comedy                   61
    CBC News Network        5.4     18      CTV News Channel         60
    Action                  5.3     19      Action                   58
    Showcase Diva           5.0     20      TVtropolis               57
    -------------------------------------  ----------------------------------
    MuchMore                5.0     21      CMT                      51
    OLN                     4.9     22      TSN                      50
    National Geographic     4.7     23      MuchMore                 49
    Weather                 4.3     24      Teletoon Retro           45
    Score                   4.1     25      TSN2                     45
    Teletoon Retro Eng      4.0     26      MuchMusic                44
    Mystery TV              4.0     27      Teletoon                 42
    TSN2                    3.4     28      Sportsnet                41
    CTV News Channel        3.0     29      Score                    36
    Dusk                    2.5     30      YTV                      33
    -------------------------------------  ----------------------------------

    Source: W25-54 F09 STD performance of Top 30 A25-54 (at Oct26/09) BBM
    Canada PPM data, Aug31/09-Jan3/10, M-Su 2a-2a, Total Canada
    Attentiveness Rank is based on top-two-box % score on a 5-point scale
    

The research also indicates that lifestyle channels remain the most effective way to reach engaged female audiences. Consider what this study revealed when enquiring about Canadian women's favourite channels. The sample was asked that question directly, and the results show Food Network and HGTV taking the top two positions. When asked which channel 'they usually choose to watch or turn on themselves', lifestyle channels SLICE, HGTV, W Network and Food Network place solidly in the top ten.

    
    -------------------------------------------------------------------
           "I usually choose
           to watch or turn to                  "This channel is
    Rank   this channel myself"          Rank   one of my favourites"
    -------------------------------------------------------------------
    1      W Network                     1      Food Network
    2      Showcase Diva                 2      HGTV
    3      Mystery TV                    3      National Geographic
    4      Slice                         4      Mystery TV
    5      CMT                           5      Discovery
    6      Dusk                          6      Space
    7      HGTV                          7      Slice
    8      Food Network                  8      Diva
    9      Showcase                      9      Dusk
    10     Bravo                         10     Teletoon Retro
    11     TVtropolis                    11     OLN
    12     Weather Network               12     TVtropolis
    13     Much More Music               13     W Network
    14     CTV News                      14     History
    15     OLN                           15     Bravo
    -------------------------------------------------------------------
    Source: Specialty Engagement Study, SRG/Canwest, Nov. 2009 W25-54


    Advertising Receptivity
    -----------------------
    

The study also looked at advertising receptivity. The questions for this portion of the study focused on viewer responsiveness and motivation to commercial messages. The questions ranged from "this channel has ads about things I actually care about" to "watching this channel inspires me to buy things". When asked on which channels do they "pay attention to advertising" and which channels would they be more likely to "purchase products advertised on", the lifestyle category dominates with a top three showing for Food Network and HGTV. In fact, Food Network and HGTV dramatically over indexed for both questions. Mystery TV, National Geographic and Dusk were unexpected top rankers against these attributes as these digital networks have lower distribution levels.

    
    -------------------------------------------------------------------------
            "I am more likely to
        purchase products advertised       "I often pay attention to the ads
              on this channel"                       on this channel"
    Rank  Channel               Index      Rank  Channel               Index
    -------------------------------------------------------------------------
    1     Food Network           208       1     Food Network           165
    2     HGTV                   177       2     Dusk                   165
    3     Mystery TV             154       3     HGTV                   147
    4     National Geographic    146       4     Showcase Diva          141
    5     OLN                    146       5     Teletoon Retro         135
    6     W Network              138       6     Much                   135
    7     Showcase Diva          131       7     CBC Newsnetwork        129
    8     Teletoon               131       8     Slice                  124
    9     Newsworld              123       9     National Geographic    124
    10    Slice                  115       10    Teletoon               124
    11    MuchMusic              115       11    W Network              118
    12    Teletoon Retro         108       12    Mystery TV             118
    13    Action                 108       13    OLN                    106
    14    MuchMore               100       14    Discovery              100
    15    Space                  100       15    YTV                    100
    -------------------------------------------------------------------------
    Source: Specialty Engagement Study, SRG/Canwest, Nov. 2009 W25-54
    

Advertising Appropriateness

To explore advertising receptivity even further, Canwest tested the appropriateness of category advertising across various channels. This methodology was designed to shed light on appropriate targeting and advertising environment. The results show that women are receptive to advertising from various product categories on lifestyle channels, news networks and major television networks. However, they are not receptive when advertisers attempt to reach them via channels targeted at children. In fact, 93% of women remarked that they felt it is 'inappropriate' for personal care products to reach them via those networks. In addition, automotive, wireless and airlines each garnered a negative response rate of over 90%. These objections are not just limited to children's programming as 73% of women 25-54 also say it is 'inappropriate' to advertise personal care products to them on sports channels.

About Canwest Broadcasting

Canwest Broadcasting operates Global Television and eighteen of the country's most popular specialty channels, including HGTV, Mystery TV, National Geographic Channel, Showcase, History Television, Food Network and TVtropolis. Canwest Broadcasting is a division of Canwest Media Inc.

About Canwest Media Inc.

Canwest Media Inc. is a subsidiary of Canwest Global Communications Corp. (www.canwest.com), Canada's largest media company. In addition to owning the Global Television Network, operating 18 industry-leading specialty channels and having ownership in 5 specialty channels, Canwest is Canada's largest publisher of English language paid daily newspapers and owns and operates more than 80 online properties.

SOURCE News - Media

For further information: For further information: For media inquiries, please contact: Deborah Lewis, Vice President Communications, Canwest Broadcasting, (416) 934-8748, delewis@canwest.com

Organization Profile

News - Media

More on this organization

Shaw Media

More on this organization


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890