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THE

TRAGICALLY

HIP & CBC

CAPTURED

CANADAAugust 20th 2016

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THE

EVENT

A NATIONAL CELEBRATION

On May 24, 2016 it was announced that Gord

Downie, Canada’s unofficial poet laureate and

lead singer of The Tragically Hip, had been

diagnosed with an incurable brain tumor. In the

face of this tragic news, the band announced that

they would be going on tour, ostensibly for the

last time.

Canadians quickly mobilized to participate in this

bittersweet celebration of “Canada’s Favourite

Band.” In response, the Tragically Hip and the

CBC partnered to broadcast the band’s final show

of the Man Machine Poem tour. On August 20,

2016 it aired worldwide - live, uncut and ad-free

across all broadcast and digital channels.

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OUR OBJECTIVES

3

1 Identify the reach and impact of this event and its impact on the hearts and minds of Canadians.

OBJECTIVE

2 Consumer research completed among a representative sample of 750+ Canadians 13+ years of age through

an online survey on August 21-22, 2016.

STUDY DESIGN

3 Completed using IMI 24™ - a quantitative real time insight product available globally.

IMI PRODUCT

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About 1/3 Canada’s population tuned in on

television, radio and online streaming at some

point during the nearly three-hour broadcast of

the last Tragically Hip concert Saturday night,

according to CBC.

Source: CBC

11.7 Million Canadians Tuned In

VIEWERSHIP

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A CANADIAN EVENT - PERSPECTIVE ON VIEWERSHIP

5

26,500,000

11,700,000

8,300,000

5,100,000

4,900,000

Vanoc 2010 - Canada/USA - Gold Medal Hockey

Tragically Hip - August 20th, 2016

2015 Superbowl - February 1st, 2015

Blue Jays - ALCS Game 6 - Jays vs. KC - October 23, 2015

FIFA World Cup Final - July 13th, 2014

SOURCE: NUMERIS

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THE NIGHT OF THE

CONCERTACTIONS TAKEN BY CANADIANS

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ACTIONS TAKEN BY CANADIANS – BY THE NUMBERS

7

1.8 M•Watched videos/ performances on YouTube

3.4 M

•Recorded the concert

4.9 M

•Watched Out of Home with Friends/Bar/ Event

7.6 M

•Talked with Friends about The Hip

15.6 M

•Engaged in The Event

Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age

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Viewing Parties proved popular and brought Canada together

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THE CONCERT AND

WHAT FOLLOWEDACTIONS TAKEN BY CANADIANS

BY THE NUMBERS

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ACTIONS TAKEN BY CANADIANS – BY THE NUMBERS

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I have shed

a tear

4,700,0003,800,000

I have watched parts of

the concert again

I have streamed Hip

music since the concert

2,800,000

Followed/ shared/

contributed through

social

2,100,000

Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age

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Twitter Content

General Hip

CBC: A National Celebration & Related Mentions

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THE IMPACT FROM CBC’S

COMMERCIAL FREE

BROADCAST

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Twitter: Canadians’ Shared their thoughts on the show

GLOBAL CONVERSATION

USA Canada

83%

55% 45%

TWITTER DEMOS

TWITTER UNIQUE PARTICIPANTS

374,922 Contributors

58%

13%12%

3%

3%2%

2%

4%

Other 1%

CANADIAN CONVERSATION

12%

• More than 60% of Canadian Twitter conversation originated in The Hip’s home province of Ontario.

• Fan were clearly following the events online – 57% of content was retweets.

TOTAL TWEETS

490,966 Tweets

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Canadian Celebrities at Home & Abroad Joined the Conversation

Many celebrities

weighed in, often

thanking the CBC

directly for the

opportunity to

celebrate The Hip.

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CANADIAN’S AGREEMENT – AUGUST 21/22, 2016 – AFTER THE HIP BROADCAST

15

7,100,000

I support my tax dollars funding the CBC

6,900,000

Agree - The CBC is a great broadcaster

5,800,000

I appreciate the CBC now more than ever

4,100,000I feel more favourable toward the CBC now

10,000,000

The CBC is an important part of Canada

19,300,000 (2/3rds of Canadians 13+)

1+ - Feel positive toward the CBC

Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age

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A National Celebration on social, facilitated by the CBC

16,218

298,566

140,560

25,881

9,471

2,530

59,556

22,613

4,012 770

19-Aug-16 20-Aug-16 21-Aug-16 22-Aug-16 23-Aug-16

CBC mentions

The Hip mentions490,696

89,481

#CBCTheHip47,138 Mentions

Popular keywords reference the band, the tour, Canada, Gord, his illness, his charitable fund, and the CBC.

Aug 19 – 23, 2016

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“THIS WAS AN IMPORTANT TIME FOR CANADA”

9,100,000CANADIANSAGREED

WHEN CANADIANSWERE ASKED IF