audiences and economic indicators spotlight on canadian documentaries

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Audiences and Economic Indicators

SPOTLIGHT ON CANADIAN

DOCUMENTARIES

Prepared for the Documentary Policy Advisory Group

April 25 2005

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Canadian Documentaries:Economic Indicators:•Revenue earned

•Gross Sales

•Advertising

•Jobs

Reaching Audiences:•Theatres

•Non-Theatrical

•Television

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Economic Indicators

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Revenue Earned

Sample size is limited:

•Telefilm share of revenues after distribution advance, commissions & expenses

•To do: expand sample and develop trends

Recoupment as a Percentage of Commitments by Sub-format

Fiscals 2000-2001 to 2003-2004

9.4%

11.0%

11.0%

17.6%

Documentary

Drama

Variety & Per. Arts

Children & Youth

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Revenue Earned

In the Documentary Genre:

•Series have the highest revenues returning 11% of total commitments

Fiscals 1995-1996 to 2001-2002

3.2%

4.6%

10.9%

Mini-series One-off Series

Recoupment as a Percentage of Commitments by Sub-Format

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Revenue Earned

•44% of documentaries supported did not return any revenue

•2% of documentaries supported account for 45% of total revenues

Fiscals 1995-1996 to 2001-2002

Telefilm-Financed Documentaries Recoupment Revenues Generated

372

160

301

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Gross Sales

Canadian Sales30%

ForeignSales70%

Total Sales for 35 Projects

Sample size is limited to:

•35 top performing documentaries in ’98-99 from Telefilm & NFB

•Typically a 5 year revenue cycle

•Total sales after financing = $5 million

•70% of after-sales were in international markets

•To do: expand sample and develop trends *Most profitable documentaries from 1998-1999 – 23 Telefilm and 12 NFB projects; 20 One-offs, 2 Mini-series and 8 Series

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Gross Sales

For these 35 projects in ‘98-99:

•Series were best able to put pre-sales into the financing

•One-offs had the hardest time making pre-sales

Canadian Pre-Sales vs. Sales By Sub-format

25.1%

49.9%

65.5%

74.9%

50.1%

34.5%

ONE-OFF

MINI-SERIES

SERIES

Pre-Sales

Sales

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Gross Sales

ONE-OFF

MINI-SERIES

SERIES

Canadian

Foreign


•The majority of all sales occurred in Canada, particularly for series.

•One-offs had the greatest share of their total sales from foreign territories

Canadian vs. Foreign Pre-sales & Sales by

Documentary Sub-format

54.01%

66.25%

71.97%

45.99%

33.75%

28.03%

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Gross Sales


•The most important market segment was television representing 88.2% of all pre-sales and sales.

•No other market segment came close. 10.0%

1.7% 0.1%

TV Institution Home Video Theatre

Canadian Pre-sales & Sales by Market Segment

88.2%

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Gross Sales For 35 projects in ‘98-99

Canadian Pre-Sales & Sales by Market Segment

Telefilm Canada The National Film Board

Theatres0.4%

Institution51.4%

TV37.9%

Home Video10.2%

Institution

1.8%

TV98.2%

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Advertising

Range of Rates (30 sec spot) for Canadian Documentaries Compared to other programs

$360.00

$21,620.00

$38,970.00

$76,990.00

Documentaries - High end of range

Corner Gas

Law & Order SVU

American Idol Finale

Range of Costs per Thousand Viewers (CPM) for Canadian DocumentariesCompared to other programs

$12.69

$40.32

$57.40

Documentaries – High end of range

CSI

The OC

Rates: Based on survey* of available inventory with a cost and an audience estimate by program for the period of April 9 through to June 30, 2005

*17 broadcasters surveyed including CBC.

Benefits of Branding: CPM ranges from $4-$12 for documentaries with higher end charged by specialty services with brand in documentary.

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Advertising Revenues

21.49%

3%

Specialty Services

ConventionalNetworks

Estimated Portion of Advertising Revenue generated by documentary programming

*Subset of commercial broadcasters only, not including CBC

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Jobs•The production of Canadian documentaries generated approximately 12,900 full-time equivalent jobs in 2003-2004

•The figures for 2003-2004 show a decrease from the previous year

Full Time Equivalent Jobs

2,7003,500

4,500

6,7007,400

8,800

5,400 5,0004,300

5,600

7,200

4,200 4,6005,500

8,6007,900

7,000

9,100

11,70010,900

12,000

14,300 14,00012,900

96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04

Direct

Indirect

Total

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Reaching Audiences

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Theatres

Trends

Documentary Box Office

($000s)

0

5,000

10,000

15,000

20,000

25,000

30,000

2002 2003 2004

•An extreme jump in feature documentary box office occurred in 2004. Up 428% from previous year.

•Michael Moore’s Fahrenheit 9/11, accounted for 40% of B.O. in 2004

•Market share for feature documentary has gone from < 1% of overall B.O. to 1.2% of B.O. in 2004.

Number of Documentary

Films Released

0

10

20

30

40

50

60

70

Documentary Box Office &Number of Releases

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Theatres

Trends

Average Feature Film Shelf Life (in weeks)

0

2

4

6

8

10

12

14

2002 2003 2004

Documentaries Fiction

•Feature documentaries are remaining in theatres a lot longer

•By contrast fiction films have a shorter shelf life.

•Feature Documentaries average 5 screens per film

•Fiction Films average 60 screens per film

•Average b.o. per screen is similar

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Theatres

Canadian Documentaries

•Similar to overall documentary growth, Canadian-made feature documentaries exhibited a startling growth in box office for 2004 ($145,000 to > $2Million)

•The Corporation represented about $1.5 million or 75% of the Canadian documentary box office

Canadian Documentary Box

Office ($000s)

0

500

1000

1500

2000

2500

2002 2003 2004

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Theatres

Canadian Documentaries

•Canadian feature documentaries reached 8% market share of all feature documentaries.

•Canadian fiction features reached 4% market share of all fiction feature films.

•Canadian feature documentaries contributed 5% to the overall BO earned by Canadian feature film

Canadian Feature Film Share By Genre -2004

8%($2,113,585)

4%($39,286,854)

Canadian share ofall Feature

Documentaries

Canadian share ofall Fiction Feature

Films

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Theatres

The Top Five Documentaries still on screens in Canada in 2004:1. Fahrenheit 911 – Released 2004 – Total Box Office: $18,242,9892. Bowling For Columbine – Released 2002 – Total Box Office: $5,244,872 3. Super Size Me – Released 2004 – Total Box Office: $2,064,4764. The Corporation – Released 2004 – Total Box Office: $1,511,7315. NASCAR: The Imax Experience – Released 2004 – Total Box Office: $1,225,625

• Fahrenheit 911 was the highest grossing feature documentary of all time

• The Corporation is a Canadian-produced documentary. It was the number one Canadian documentary as well as the second highest grossing Canadian-made film overall for 2004

• The highest grossing French-language Canadian documentary was Ce Qu’il Reste de Nous. It took seventh place overall with over $300,000 at the box office

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Non-Theatrical

Educational & Specialty

TV

Social Services Agencies

Community Associations

Multimedia

Health

Home Video

Business & Industry

Colleges &

Universities

SchoolsLibraries

Non-theatrical Market – Early 90’s to Present - Specialised

Non-Theatrical Markets – Up to Early 1990’s - Generalized

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Non-Theatrical

Diverse audiences are being reached at home, at the workplace and in the educational milieu.

Example: The National Film Board•Libraries - over the last five years - 1 million loans and rentals with 90% being documentaries•Educational milieu- almost 400,000 documentaries sold

More is research required to measure this consumption in the future

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Television

Share of all TV Hours Tuned

Foreign-Productions

52%

Canadian-Productions

48%

Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year

•All genres including sports, news, entertainment, etc.

•Canadians consumed over 14 billion hours of television during the first half of the 2003-2004 broadcast season

•Of all that viewing, a slim majority (52%) was to foreign programming

•Data challenges

Overview

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Television Recent Audience Indicators

•Canadians consumed about 784 million hours of documentary programming during the first half of the 2003-2004 broadcast season

•This accounts for about six percent of all tuning


Share of All TV Hours (Week 1-26 2003—2004 Season)

All Others

94%

Docs

6%

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Television

Share of All TV Hours Tuned to Documentaries

(Week 1-26 2003—2004 Season)

English

68%

French

32%

•Of the 784 Million documentary hours consumed 533 were in English and 251 in French representing roughly:

•5% of overall English viewing

•6% of overall French viewing

•English and French Canadians consume documentary programming at similar levels

Recent Audience Indicators


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Television Share of Documentary

Programming Hours tuned(Week 1-26 2003—2004 Season)

Canadian

61%

Foreign

39%

Recent Audience Indicators

•Although overall foreign television production is consumed more than Canadian production, in the case of documentary programming television viewers prefer home-grown products

•Canadian documentaries account for more than 60% of all documentary tuning on television


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Prime Time Television Trends•More than double the documentary programming is available to prime time viewers :

•English 700-1600hrs/wk•French 300-700 hrs/wk

•Consumption is not increasing: •English 9 hrs/wk•French 11 hrs/wk

English-Language

Documentary Programming Supply vs. Viewing (hours/week/person)

Supply Viewing

French-Language

1996/97 1998/99 2000/01 2002/03

1996/97 1998/99 2000/01 2002/03

Source: CBC Research/Nielsen Media 1996-2003 Prime Time

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Prime Time Television Trends•In the English market, Canadian share of supply has increased marginally to 50% while share of viewing remains around 30%.

•In the French market, the Canadian share of supply and viewing dropped sharply in 1998 and has levelled off since at about 60%

Source: CBC Research/Nielsen Media 1996-2003 Canadian SHARE of Hours/Week/Person Prime time

English-Language

Canadian Documentary Programming Supply vs. Viewing Canadian Share of Hours Tuned

Supply Viewing

French-Language

1996/97 1998/99 2000/01 2002/03

1996/97 1998/99 2000/01 2002/03

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•The on-going series sub-format accounts for the majority of hours tuned to documentary programming

•However, the distribution of TUNING almost exactly matches the distribution of AVAILABILITY which suggests that the sub-formats are equally appealing to Canadians


Sub-Format Share of all Viewing to

Canadian Documentary Programming

Miniseries

4% One off

14%

Series

82%

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•CUMULATIVELY, on-going series account for the most viewing, but one-offs and mini-series tend to have higher SINGLE-VIEW AUDIENCES.The top five single-airing audiences for documentaries were all one-offs or mini-series.


Documentary Programming - Sept 2003 to Feb 2004

Program Ntwrk. CountryInd.2+ AMA

(000)EnglishBorn Rich CTV Foreign 1,263.1City Of Ruins CBC Canada 964.5Behind The Lens:Prime Suspect Pt. 2 CBC Canada 791.4Documentaries CTV Canada 733.6Asteroid! The Doomsday Rock CBC Canada 727.3

FrenchCéline Dion: 1 fille & 4 types TVA Canada 1545.1Wilfred Le Bouthillier TVA Canada 842.17 mensonges de George Bush TVA Other 805.5À hauteur d'homme SRC Canada 762.6SP: Marc Dupré TVA Canada 650.4

audiences and economic indicators spotlight on canadian documentaries

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