1 Television Truths Television Bureau of Canada June 2013
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2 What is television? What is TVs role?
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3 What is Television? Content, not a device Story telling An
emotional experience Entertainment Relaxation
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4 What is TVs role? Top of the purchase funnel Awareness
building Creating an emotional connection Creating familiarity,
positive opinion & consideration Creating desire & intent
Driving to action To build brands!
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5 Myth Busting The Internet is killing TV? PVRs are killing TV?
TV ads are no longer effective?
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6 Myth Busting The Internet is killing TV? The truth about whos
watching; what, and how much The truth how about ad revenue
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7 Audience Measurement Portable People Meters (PPM) Electronic
measurement passively records viewing National & majority of
markets by population Personal Diaries Reported viewing All of the
following audience data is based on national PPM measurement BBM
Canada
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8 Whos watching?
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9 Whos watching Weekly Reach across all demos is very high Time
spent across all demos is substantial & remarkably similar
Variances in time spent depend on life stage and daily obligations
Young people are watching TV and lots of it Everyone is watching
TV
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10 Whos watching Average Weekly Reach Source: BBM Canada
InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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11 Whos watching Average Weekly Per Capita Hours Source: BBM
Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a;
2011/12 Broadcast Year
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12 Whos watching Average Weekly Per Capita Hours Source: BBM
Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a;
2011/12 Broadcast Year
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13 Whos watching Average Weekly Per Capita Hours Source: BBM
Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a;
2011/12 Broadcast Year
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14 Whos watching Average Weekly Per Capita Hours Source: BBM
Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a;
2011/12 Broadcast Year
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15 Gender Average Weekly Reach Source: BBM Canada InfoSys+ TV
PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast
Year
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16 Gender Average Weekly Per Capita Hours Source: BBM Canada
InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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17 Language Average Weekly Reach Source: BBM Canada InfoSys+ TV
PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast
Year
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18 Language Average Weekly Per Capita Hours Source: BBM Canada
InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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19 Education Average Weekly Reach Source: BBM Canada InfoSys+
TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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20 Education Average Weekly Per Capita Hours Source: BBM Canada
InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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21 Household Income Average Weekly Reach Source: BBM Canada
InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12
Broadcast Year
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22 Household Income Average Weekly Per Capita Hours Source: BBM
Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a;
2011/12 Broadcast Year
24 Kids are watching Average Weekly Per Capita Hours Source:
BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total Canada;
M-Su 2a-2a STBPPM
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25 Teens are watching Average Weekly Per Capita Hours Source:
BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total Canada;
M-Su 2a-2a STBPPM
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26 Adults are watching Average Weekly Per Capita Hours Source:
BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total Canada;
M-Su 2a-2a STBPPM
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27 So are Young Adults Average Weekly Per Capita Hours Source:
BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total Canada;
M-Su 2a-2a STBPPM
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28 So are Young Adults Average Weekly Per Capita Hours Source:
BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total Canada;
M-Su 2a-2a STBPPM
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29 As are the traditional demos Average Weekly Per Capita Hours
Source: BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total
Canada; M-Su 2a-2a STBPPM
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30 As are the traditional demos Average Weekly Per Capita Hours
Source: BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM; Total
Canada; M-Su 2a-2a STBPPM
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31 Adults 55+ are watching a lot! Average Weekly Per Capita
Hours Source: BBM Canada InfoSys+ TV PPM; Total TV/Total TV PPM;
Total Canada; M-Su 2a-2a STBPPM
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32 Online increases viewing Online Video Weekly Access Source:
Media Technology Monitor Fall 2012; Total Canada
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33 Online increases viewing Online Video Average Weekly Per
Capita Hours Source: Media Technology Monitor Fall 2012; Total
Canada Adults 18-34
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34 Online increases viewing Online Video Weekly Access Source:
Media Technology Monitor Fall 2012; Total Canada
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35 Online increases viewing Online Video Average Weekly Per
Capita Hours Source: Media Technology Monitor Fall 2012; Total
Canada Adults 25-54
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36 What, when and how are we watching? Tuned to Canadian
Carriers Prime is still the time Digital is the method The cord is
uncut Consumption Patterns
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37 What are we watching? Share of Viewing Source: BBM Canada
InfoSys+ TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast
Year
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38 Prime delivers the audience Viewing Patterns AMA (000)
Weekdays Source: BBM Canada InfoSys+ TV PPM; Total Canada 2+; M-Fr
2a-2a; 2011/12 Broadcast Year; AMA = Average Minute Audience
14,125.2
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39 Prime delivers the audience Viewing Patterns AMA (000)
Weekends Source: BBM Canada InfoSys+ TV PPM; Total Canada 2+; Sa-Su
2a-2a; 2011/12 Broadcast Year; AMA = Average Minute Audience
13,184.5
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40 Digital is the delivery system Reception Type Linear TV
Source: BBM Canada 2012/2013 Universe Estimates; BBM Canada Sep
2012 Technology Trends
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41 The Cord is still intact Total TV Subscriptions (000)
Source: Media Stats 2012; Digital Cable, DTH, Telco
+1.4%+2.2%+2.7%+0.9%+0.1%Subscriber Growth:
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42 Advertising Investment Ad revenue has grown $3.9 billion
over the last ten years At the same time as online revenue has sky
rocketed, revenue for most major media has been stable or also
grown While TV revenue grew by $1 billion, most of the growth went
to online allowing it to gain share from the other media Source:
TVB Net Advertising Volume 2011 Major Media OOH - Nielsen;
Magazines - Magazines Canada; Daily & Community Newspapers -
Newspapers Canada; Internet - IAB; TV & Radio - CRTC Note: The
revenue for Outdoor, Magazines, Weeklies, Radio, Dailies &
Television do not include the revenue generated by their online
content/websites; that revenue is included in the Internet figures;
Internet figures include revenue derived from Production and Search
& Directories Canadian Net Advertising Revenue 10-Year
Trends
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43 Online has grown the pie Canadian Net Advertising Revenue
10-Year Trend Millions $ +48.4% Source: TVB Net Advertising Volume
2011 Major Media OOH - Nielsen; Magazines - Magazines Canada; Daily
& Community Newspapers - Newspapers Canada; Internet - IAB; TV
& Radio - CRTC Note: The revenue for Outdoor, Magazines,
Weeklies, Radio, Dailies & Television do not include the
revenue generated by their online content/websites; that revenue is
included in the Internet figures; Internet figures include revenue
derived from Production and Search & Directories
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44 Stability for most media Canadian Net Advertising Revenue
10-Year Trend Millions $ Source: TVB Net Advertising Volume 2011
Major Media OOH - Nielsen; Magazines - Magazines Canada; Daily
& Community Newspapers - Newspapers Canada; Internet - IAB; TV
& Radio - CRTC Note: The revenue for Outdoor, Magazines,
Weeklies, Radio, Dailies & Television do not include the
revenue generated by their online content/websites; that revenue is
included in the Internet figures; Internet figures include revenue
derived from Production and Search & Directories
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45 When the pie grows, share changes Canadian Net Advertising
Revenue 10-Year Trend Share Source: TVB Net Advertising Volume 2011
Major Media OOH - Nielsen; Magazines - Magazines Canada; Daily
& Community Newspapers - Newspapers Canada; Internet - IAB; TV
& Radio - CRTC Note: The revenue for Outdoor, Magazines,
Weeklies, Radio, Dailies & Television do not include the
revenue generated by their online content/websites; that revenue is
included in the Internet figures; Internet figures include revenue
derived from Production and Search & Directories
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46 Are all ads the same? Television versus Internet 2011
$Millions Source: TVB Net Advertising Volume 2011 TV Advertising =
Commercial Airtime Online Advertising = Advertising Display or
Video $3,552 $2,593
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47 More commercials going to air Clearance Trends Source: TVB
Telecaster Services +11%+10% +11%
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48 Myth Busting The Internet is killing TV? Everyone is still
watching TV, even young adults Viewing is substantial, strong and
steady Online video consumption is adding to time spent with TV
content Prime continues to deliver the audience 94% of the
population is still connected via the cord and that number is
increasing, not decreasing Investment in TV airtime and creative is
growing as advertisers continue to recognize the value of TV
content
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49 Myth Busting The Internet is killing TV? PVRs are killing
TV? The truth about PVR penetration The truth about PVR usage
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50 PVRs growing fast TV Household Penetration Rate % Source:
BBM Canada
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51 Live TV is the preference Share by Viewing Mode - Total
Canada Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total
Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
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52 Even in PVR HHs, live TV is the norm Share by Viewing Mode
PVR Households Source: BBM Canada InfoSys+ TV PPM; Total TV PPM;
Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
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53 Commercials continue to break through Skipping Mitigated
Source: BBM Analytics OmniVu - September 2012
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54 Even when PVR owners dont stop Skipping Mitigated Source:
BBM Analytics OmniVu - September 2012
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55 Myth Busting The Internet is killing TV? PVRs are killing
TV? PVRs commercial avoidance Commercials can only be skipped in
playback which represents just 5% of viewing Even in playback
commercials are breaking through 59% of A18-34 will stop fast
forwarding to watch commercials of interest 70% of A18-34 are aware
of the advertisers in the commercials they are fast forwarding even
if they dont stop Source: BBM Analytics OmniVu - September
2012
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56 Myth Busting The Internet is killing TV? PVRs are killing
TV? TV ads are no longer effective? The truth about ad engagement
The truth about consumer perceptions of advertising
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57 Biometric Proof Conscious Associative Non Conscious Using
Neuroscience to measure advertising effectiveness Emotions are the
primary driver of human behaviour 95% of brain processing
(including emotional responses) occurs below conscious awareness
Biometric research tracks the physiological responses traveling
from the emotional centres of the brain to measure pure engagement
without bias Source: Innerscope Research
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58 Biometric Proof Conscious Associative Non Conscious
Biometric Study In 2010 a ground breaking Canadian study measured
the brains response to advertising delivered in a variety of media
with the following results: Television advertising followed by
online video was most effective in creating emotional engagement
Engagement with TV ads was 1.8x greater than online video, 3.1x
greater than radio, 5.6x greater than newspaper, and many times
greater than static online display Source: Innerscope Research
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59 Consumer Perceptions The survey says In a series of
telephone interviews with 1,000 Canadians aged 18 +, television
advertising received the highest marks in terms of: Noticeability
Receptivity Attentiveness Effectiveness Source: BBM Analytics
OmniVu; Nationally representative random sample weighted to
population
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60 Ad Influence Adults 25-54 Source: BBM Analytics OmniVu;
March 2013; Nationally representative random sample weighted to
population TV
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61 Ad Receptivity Adults 25-54 Source: BBM Analytics OmniVu;
June 2012; Nationally representative random sample weighted to
population TV
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62 Myth Busting The Internet is killing TV? PVRs are killing
TV? TV ads are no longer effective? Measured biometrically, people
are far more emotionally engaged by TV advertising than any other
form People consistently report that TV advertising out performs
any other advertising to which they are exposed
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63 TV Myths Busted - Summary Everyone is still watching TV,
even young adults Viewing is substantial, strong and steady Online
video consumption is adding to time spent with TV content Prime
continues to deliver the audience 94% of the population is still
connected via the cord and that number is increasing, not
decreasing Investment in TV airtime and creative is growing as
advertisers continue to recognize the value of TV content PVRs
commercial avoidance Commercials can only be skipped in playback
which represents just 5% of viewing Even in playback commercials
are breaking through 59% of A18-34 will stop fast forwarding to
watch commercials of interest 70% of A18-34 are aware of the
advertisers in the commercials they are fast forwarding even if
they dont stop Measured biometrically, people are far more
emotionally engaged by TV advertising than any other form People
consistently report that TV advertising out performs any other
advertising to which they are exposed: People report TV ads are
more noticeable People are more receptive to TV ads People pay more
attention to TV ads People feel that TV ads are more powerful,
influential and persuasive
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64 What about the other screens Four Screen World Source: Media
Technology Monitor Fall 2012; Total Canada
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65 Multi Platform Four Screen World Source: Media Technology
Monitor Fall 2012; Total Canada
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66 Video Consumption by Device Among those who use device and
consume media type 97% Watch TV Shows Source: Ipsos Mobil-ology
Wave 4 (Fall 2012); Based on people who own and use either a
SmartPhone, Tablet or e-Reader (n=2,009)
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67 Video Consumption by Device Among those who use device and
consume media type 97% Watch TV Shows (n=2,000) 96% Watch Movies
(n=2,000) 89% Watch the News (n=2,000) Source: Ipsos Mobil-ology
Wave 4 (Fall 2012) ; Based on people who own and use either a
SmartPhone, Tablet or e-Reader
TVPCLaptopNetbookSmartphoneTablete-Reader
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68 Source: Ipsos Mobil-ology Wave 4 (Fall 2012) Feature &
Function Usage - Adult Smartphone Users Overview Among device
users
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69 Feature & Function Usage - Teen Smartphone Users
Overview Among device users Source: Ipsos Mobil-ology Wave 4 (Fall
2012)
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70 Feature & Function Usage - Adult Tablet Users Overview
Among device users Source: Ipsos Mobil-ology Wave 4 (Fall
2012)