Embed Size (px)
Citation preview
Objective of research
The primary objective of the study was to understand the level of viewer engagement to Canada’s specialty channels
Understand the receptivity to and perceived appropriateness of advertising targeted at women on different kinds of channels i.e. lifestyle, sports, kids etc.
To create an additional filter to further analyse and assess audience data
Methodology
Specialty stations included were selected on top 30 Fall ’09 AMA rankers (Aug31-Oct 25/09) including 10 Canwest specialties
Sample consisted of 3,000 18-54’s in English-Canada, representative by region, age and gender
Every channel was rated on the same attributes within the survey
Survey was conducted by SRG in November 2009
The study was modeled upon the well respected Simmons syndicated Multi-Media Engagement Study in the US and looked at the audience engagement of the top 30 specialty channels in Canada.
Ad ReceptivityAd Receptivity• I often pay attention to the ads on this channel.• I am more likely to purchase products advertised on this channel. • The products/services advertised on this channel are high quality.• The advertising on this channel is relevant to me personally.• This channel has ads about things I actually care about.
MotivationMotivation• Watching this channel inspires me to buy things.• This channel is a way to learn about new products.
Engagement Attributes Rated for Each Channel
Engagement Attributes Rated for Each Channel
FavouriteFavourite• This channel is a part of my routine.• I pay full attention to this channel when I watch it.• I make a point of always trying to watch this channel.• This channel is one of my favorites.
SharingSharing• I bring up things I have seen on this channel in conversations with
many people.
EscapeEscape• I like to kick back and wind down with this channel.• This is a channel I watch when I want to have some “me” time.
And the survey says…
• Engagement should be considered in tandem with reach, AMA and similar metrics when executing a television buy.
• Lifestyle Channels are the best way to reach engaged female audiences.
• Women, in particular, find it inappropriate when advertisers in most categories want to reach them via kid-oriented channels.
• Lifestyle channels are the preferred means of being reached over sports channels in 8 out of 10 categories for Women.
Canwest delivers the most engaging channels!
Women 25-54 – 5 or 4 on a 5-point Attentiveness Scale
64
65
66
66
66
67
68
69
70
70
70
71
72
72
75
79
% Agree
36ScoreNewsworld
33YTVDusk
Showcase
59Top 30 AverageHistory
41SportsnetShowcase Diva
42TeletoonSlice
44MuchMusicW Network
45TSN2Bravo!
45Teletoon RetroHGTV
49MuchMoreNational Geographic
50TSNSpace
51CMTWeather
57TVtropolisDiscovery
58ActionOLN
60CTV News ChannelFood Network
61ComedyMystery TV
% Agree
Base: Women 25-54 years, English Canada
5 = “Very Attentively - Watch the Show and Most of the Commercials”
1 = “In the Room but Not watching at all”
Ranked #1 & 2!
Canwest Leads - Most Attentive Channels!
Top 10 20Canwest 4 9
CTV 3 6Corus 1 2Rogers 1 1
Pelmorex 1 1CBC 0 1
Q.4-7 Here are number of things people say about TV channels. For each statement below, please choose a number between 1 and 7 where 1 means you strongly disagree and 7 means you strongly agree with the statement.
Base: Women 25-54 years, English Canada
“I am more likely to purchase products advertised on this channel”
Canwest Dominates!6 of the Top 10
Q.4-7 Here are number of things people say about TV channels. For each statement below, please choose a number between 1 and 7 where 1 means you strongly disagree and 7 means you strongly agree with the statement.
Base: Women 24-54 years, English Canada
#1
#2
Beating W Network!
“The advertising on this channel is relevant to me personally”
Q.4-7 Here are number of things people say about TV channels. For each statement below, please choose a number between 1 and 7 where 1 means you strongly disagree and 7 means you strongly agree with the statement.
Base: Women 25-54 years, English Canada
“This channel has advertisements about things I actually care about”
Canwest Channels Preferred!
5 of Top 10
Q.4-7 Here are number of things people say about TV channels. For each statement below, please choose a number between 1 and 7 where 1 means you strongly disagree and 7 means you strongly agree with the statement.
Base: Women 25-54 years, English Canada
“I like to kick back and wind down with this channel”
Canwest the clear Winner!7 of the Top 10
“This channel is one of my favourites”
Canwest the clear Winner!6 of the Top 10
Q.4-7 Here are number of things people say about TV channels. For each statement below, please choose a number between 1 and 7 where 1 means you strongly disagree and 7 means you strongly agree with the statement.
Base: Women 25-54 years, English Canada
APPROPRIATENESS OF ADVERTISING
Base: Women 25-54 years, English Canada
Q.20-29 How appropriate is it in your opinion for [INSERT CATEGORY] to advertise on each of the following types of channels to reach you personally as a consumer?
% Women 25-54 saying “appropriate”
70848Automotive companies
52660Financial services like banks and insurance
65860Wireless/cellular phone companies
624266Entertainment such as DVDs, Movies
63967Airlines, hotels
562469Retailers selling general merchandise
27774Personal care products for women
662278Restaurants
682780Food and beverage companies
482580Grocery retailers
Sports NetworksKids NetworksLifestyle Channels
Canwest delivers the most engaging channels!
• Engagement should be considered in tandem with reach, AMA and similar metrics when executing a television buy.
• Lifestyle Channels are the best way to reach engaged female audiences.
• Women, in particular, find it inappropriate when advertisers in most categories want to reach them via kid-oriented channels.
• Lifestyle channels are the preferred means of being reached over sports channels in 8 out of 10 categories for Women.
