- Study quantifies changing consumer behaviour and new TV viewers -
TORONTO, Oct. 8, 2014 /CNW/ - The Canadian Media Directors Council (CMDC) and the Television Bureau of Canada (TVB) released today results of a recent test conducted by Numeris (formerly BBM Canada) of an important segment of Canadians' viewing of television content outside of linear TV. Overall, the test results show that commercial television programming on the VOD platform generates incremental viewing. This new data source quantifies for the first time the degree to which viewers are making use of this platform in English Canada.
The test focused on the set-top box Video-on-Demand TV content available through digital cable and IPTV, which allows subscribers to access recently-aired (on linear) programming. Viewing of this VOD content is not currently included in reported television audiences, and broadcasters as well as marketers were interested to understand the potential value of this audience.
The 12-week test took place between April and June 2014 and included 12 programs/148 episodes in the Sitcom, Drama and Daytime Talk/Drama genres. Due to differing commercial loads (and therefore program length), the VOD audiences cannot currently be attributed back to the original broadcasts.
Among Numeris' findings:
- with an average-minute-audience 2+ of 102.8K for Sitcoms, the VOD platform generated a 9% increase to the average linear audience;
- for prime-time dramas, VOD viewing added 6% (2+ AMA of 50.4K) to the average linear audience; and Daytime programs added 4% (2+ AMA of 9.3K);
- in addition, 65-70% of these audiences had not viewed the original linear broadcast (providing additional reach).
The VOD test also proved that commercial load did not impact consistency of viewing across the entire program episode. Audience levels remained steady throughout program episodes, with no material audience drop-off during commercial breaks. This fact highlights greater viewer involvement and attentiveness as a result of viewers' deliberate intent to enjoy the content they sought out on this platform.
"This test was an important step in understanding VOD audiences in terms of their size, viewing habits, and viewer profile," said Theresa Treutler, President and CEO, TVB. "What we've learned is that VOD viewers are a highly engaged, desirable audience, and provide another opportunity for marketers and advertisers."
"There is audience substance here. As an industry there is a critical need for distributors, broadcasters and marketers to continue to work together to fully realize the opportunities that VOD and other evolving Canadian technologies can provide," said Penny Stevens, President, CMDC and Media Experts.
The test was conducted using PPM 360 technology which electronically captures codes in the programs being viewed. While the VOD audience was generally reflective of the PPM panel, there was a slight skew to Females aged 25-49, employed full time, who are heavy TV viewers.
The full report of the VOD Test results can be found here: http://www.tvb.ca/page_files/pdf/vod.pdf.
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About the Canadian Media Directors Council (CMDC):
The Canadian Media Directors' Council (CMDC) is a not-for-profit industry association of media agency Presidents and Advertising Agency Managing Directors that exists to raise the profile of and ensure that worldwide best practices are applied to the communications and media advertising industry in Canada. We are a free standing organization which gives us autonomy and a unique position and profile in our marketplace. Our members are responsible for the placement of over 80% of advertising expenditure in Canada and we consider that a responsibility to show leadership and vision in our business.
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 others.
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: TVB of Canada Inc.
For further information: Penny Stevens, President, CMDC & Media Experts, 416.597.0707 (x. 632), [email protected]; Theresa Treutler, President & CEO, Television Bureau of Canada (TVB), 416.413.3886, 416.779.8764, [email protected]; Twitter.com/TVB_ca