the tragically hip & cbc captured canada · tragically hip - august 20th, 2016 2015 superbowl -...
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www.consultimi.com
THE
TRAGICALLY
HIP & CBC
CAPTURED
CANADAAugust 20th 2016
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www.consultimi.com
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
10
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
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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
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