1 PVR 2013 PVR Use Television Bureau of Canada September 2013

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PVR 2013PVR Use

Television Bureau of CanadaSeptember 2013

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What’s a PVR?

• Everyone who subscribes to a digital cable or satellite television service must have a receiver to decode the digital television signal they receive before they can view it on their television set

• PVR’s, or Personal Video Recorders, are the hardware/software which are built into many some digital television receivers to record programming

Personal Video Recorder

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PVR PenetrationPersonal Video Recorder

HDTV Receiver

PVR

HDTV Set

Digital TV Subscriber

40.9%

46.8%

73.9%

82.2%

Source: BBM Canada

• As the penetration of digital television grows, particularly HDTV, so does the penetration of PVR’s (since they are built into many Digital & HDTV receivers)

• As of June 2013 PVR penetration in Canada has reached 46.8%

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PVR PenetrationPersonal Video Recorder

Source: BBM Canada

Mar-

09

Jun-09

Sep-09

Dec-09

Mar-

10

Jun-10

Sep-10

Dec-10

Mar-

11

Jun-11

Sep-11

Dec-11

Mar-

12

Jun-12

Sep-12

Dec-12

Mar-

13

Jun-13

05

101520253035404550

14.1

46.8

%

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PVR Penetration

• There is a higher incidence of PVR ownership in the households of Adults 25-54 (and their kids P2-17)

• Half of PVR’s can be found in the households of A18-49

• While they are less likely to be PVR owners, almost 1/3rd of PVR’s can be found in the households of A50+


50+

25-54

18-34

P2-17

86

109

106

110

Index vs.. Population

(19.8%)

(25.4%)

(47.7%)

(31.6%)

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year; Based on Universe figures

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PVR Use

• PVR’s allow users to pause and rewind live programming, and to very easily record programs using the electronic program guide

• Once a program has been paused and resumed (or time-delayed) viewers are no longer watching live television; the PVR may then be used to fast forward through the program until the viewer catches up to the live timeline

• Likewise, when viewing recorded programming viewers may fast forward through to the end of the recording


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PVR Use

• PVR use is recorded by BBM Canada as Playback viewing, and Playback is included in the audience delivery for a program

• Playback can mean viewing live programming time-delayed by pausing, or viewing recorded programming up to seven days after the original airing

• Playback viewing allows users to view the content when convenient, and to fast forward through the recorded content


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PVR Use

• While almost everyone in Canada watches TV weekly, PVR’s owners are slightly more likely to watch TV than non-owners (they have recorded programming they NEED to watch!)

• TV’s weekly reach of PVR owners indexes at 101 v. s. the general P2+ population


PVR Avg Weekly Reach

P2+ Avg Weekly Reach

98.9%

97.9%

Weekly Reach

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year

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PVR Use

• On a per capita basis only 6.2% of weekly viewing is in Playback

• PVR owners view just 12.4% of their television content in Playback

• The majority of television consumed in Canada is Live; a mode of viewing in which commercials cannot be skipped


PVR Owner Playback

PVR Owner Live

P2+ Playback

P2+ Live

12.4%

87.6%

6.2%

93.8%

Viewing


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PVR UseShare by Viewing Mode - Total Canada

P2+ C2-11 T12-17

P2-17 A18+ A18-24

A18-34

A18-49

A25-54

A35-49

A50+ A55+ A60+ A65+

93.8% 94.3% 93.6% 94.2% 93.8% 94.5% 92.5% 92.5% 92.1% 92.2% 94.8% 95.3% 95.5% 96.1%

6.2% 5.7% 6.4% 5.8% 6.3% 5.5% 7.5% 7.5% 7.9% 7.8% 5.2% 4.7% 4.5% 3.9%

Live Playback


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PVR Use


Share by Viewing Mode – PVR Households

P2+ C2-11 T12-17

P2-17 A18+ A18-24

A18-34

A18-49

A25-54

A35-49

A50+ A55+ A60+ A65+

87.6% 89.5% 88.3% 89.4% 87.1% 88.7% 86.3% 86.1% 86.2% 86.0% 88.5% 88.8% 89.0% 90.3%

12.4% 10.5% 11.7% 10.6% 12.9% 11.3% 13.7% 13.9% 13.8% 14.0% 11.5% 11.2% 11.0% 9.7%

Live Playback

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PVR Use

• While time spent in Playback is a small portion of overall time spent viewing, the ability to fast forward in Playback allows users to fast forward through all recorded content including commercials

• A survey conducted by BBM Analytics for TVB indicates that even in fast forward, commercials break through because people stop to watch commercials of interest


60+

55+

50+

35-54

35-49

25-54

25-49

18-49

18-34

18+

38.1%

39.3%

49.0%

50.5%

39.2%

49.4%

42.3%

46.6%

54.2%

47.9%

Stop to Watch Commercials

Source: BBM Analytics OmniVU September 2013

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PVR Use

• Even when users do not stop, commercial messages still break through

• A large majority of PVR users indicate they are aware of the advertisers in the commercials they are fast forwarding

• This can be attributed to a state of hyper attentiveness as users are glued to the screen to determine where in the recording they wish to stop


60+

55+

50+

35-54

35-49

25-54

25-49

18-49

18-34

18+

72.1%

70.2%

72.8%

73.3%

70.2%

71.8%

69.3%

65.7%

61.1%

69.4%

Aware of Commercials in FF


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PVR UseSummary


• Commercials can only be skipped during Playback

• With just 6% of total viewing in Playback, PVR’s are not having a significant effect on the opportunity to see commercials

• In the 47% of households with a PVR, only 12% of viewing is in Playback

• In PVR households, 48% of viewers report that they stop skipping to view commercials of interest, and 69% report that they are aware of the advertisers in the commercials they see during fast forward

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For more information please visit tvb.ca.

Documents

1 PVR 2013 PVR Use Television Bureau of Canada September 2013