trends in traditional and multi-media audiences: is cbc ... · source: cbc research (nielsen media...

CBC Research Toronto

Trends in Traditional and Multi-Media Audiences: Is CBC still relevant in an increasingly digital world?

Making Media Public Conference, May 7, 2010 Kristin Wozniak

Research Officer, CBC Audience Research [email protected]

2


Agenda

1) Are Canadians still consuming traditional media?

2) How pervasive are new digital and on-demand media/devices?

3) How should the CBC situate itself in this complex media climate?

4) CBC and traditional media: is CBC still relevant on traditional platforms?

5) CBC and digital media: is CBC relevant on emerging platforms?

6) Where is there room for CBC to improve?


The media climate is becoming more digitized, but media consumption is still dominated by traditional media


Television is still the dominant media and per capita viewing has even increased somewhat over the past decade

Weekly Per Capita Hours Of Viewing To Television All Persons 2+, 1998-99 to 2009-10

Note: Some of the increase in per capita viewing since 2003-04 is due to a change in methodology. Since September 2004, Francophone viewing has been measured using the PPM which produces per capita estimates 10% -15% higher than the Mark II system it replaced. Source: CBC Research (Nielsen Media Research: 98-99 to 03-04, BBM Nielsen : 04-05 to 07-08, BBM Canada 08-09 to 09-10)

•  Overall, TV has consistently REACHED close to 99% of the Canadian population over the past decade.

•  Per Capita viewing increased somewhat through the early 2000s with the increase of digital cable and satellite. Viewing has remained relatively consistent over the past few years and even with the introduction of the new PPM measurement system.


Radio tuning has been declining but is still strong

Weekly Per Capita Hours Of Listening to Radio (Anglo and Franco)

All Persons 12+, BBM Fall Surveys 1998-2009

•  In 2009, Radio REACHED close to 91% of the Canadian population. This has decreased slightly over the past decade; in 1999, Radio reached close to 94% of the Canadian population.

•  Per Capita tuning to Radio has decreased by about three hours over the past decade, although Radio tuning still remains high at 17.5 hours per week.

•  The decrease in Per Capita tuning has been most dramatic among the younger demographics, most notably the 18-34 group has seen a drop in tuning of about three and a half hours in the past five years.

Source: CBC Research (BBM Canada 1998 to 2009)


Canadians still spend more time watching TV or listening to Radio than they do online, but hours spent online is increasing

Weekly Hours Of Online Usage in a Typical Week (from any location)

Anglophone Internet Users 18+, MTM 2009

Source: Media Technology Monitor 2009, Internet Users: Media, Social Networking, and Beyond -- English Market

•  In 2009, 86% of Anglophone Canadians have a computer at home and 82% have an Internet connection at home.

•  86% of the Anglophone Canadian population have ever accessed the Internet (83% in past month), compared to 49% in 1999.

•  In two years (from 1999 to 2001), penetration levels increased 18 points to 67% (2001), but levels have begun to plateau with penetration increasing only five points since 2005 (81% in 2005 to 86% in 2009).

•  While Internet penetration has stabilized, time spent online continues to increase. Time spent online has increased threefold since 1997


Consumption of digital and on-demand platforms is rising…


...but it’s rising slowly.

Source: Media Technology Monitor 2009, Media Technology Adoption -- English Market


Although usage of most devices is still low

Source: Media Technology Monitor 2009, Media Technology Adoption -- English Market

Innovative technologies

Emerging technologies

Expanding technologies

•  TV on Portable Devices and iPhone penetration are still both below 5%

•  Satellite Radio, Video On Demand (VOD), and Blu-Ray are all in the 10%-15% penetration range

•  Other technologies are “expanding”:

• Smartphone • Video MP3 Player • PVR • Downloading Music • Podcasting • DVD Recorder • Audio Streaming • HDTV (Screens and Receivers) • MP3 Player • Internet Video • Digital Television*

CBC Research Toronto Source: Media Technology Monitor 2009, Media Technology Adoption -- English Market

Broadcasters must support mature / well-established technologies while investing in emerging technologies to stay

relevant and best serve audiences


Very few Canadians consume content on only one medium per week, reinforcing the need for broadcasters to serve

audiences on multiple platforms

Source: CBC Research (FIATS 2009/10)

% of Canadians who use… weekly (categories are exclusive)

Canadians 16+


A multimedia approach to media consumption speaks to the importance of producing strong

content on all platforms (new and mature)

Long-term survival and relevance depends on success in digital and on-demand consumption

CBC is doing this in many ways, but most prominently, CBC is playing off the successes of

their traditional platforms by enhancing and expanding on them through new media

The solution…


CBC Television is relevant to Canadians


CBC has seen prime time share growth for five consecutive seasons, capturing shares higher than Global for three

consecutive seasons

9.3%

8.6%

14.5%

CBC, CTV and Global 2+ Prime Time Share (Mon-Sun, 7-11pm) Regular Season (Sept/Oct - March/April)

PPM


However, there is no question that the specialty and pay networks have made a notable impact on the television universe

PPM


CBC is seeing year over year share growth with an (almost) entirely Canadian prime time schedule

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

7:00pm Wheel of Fortune

Hockey Night in Canada

Heartland 7:30pm Jeopardy

8:00pm Battle of the

Blades Results / 18 to Life

Rick Mercer

Dragons’ Den Doc Zone / Nature of Things

Ron James / Rick Mercer Rpt

Battle of the Blades

Performances / Sunday Evening

Movie 8:30pm Little Mosque 22 Minutes Rick Mercer

Rpt / Marketplace

9:00pm JFL Gala / Halifax Comedy

Fest

Being Erica / Kids in the Hall /

Winnipeg Comedy Fest

The Tudors / Republic of

Doyle

The Border / Doc Zone Fifth Estate

The Nature of Things / Sunday Evening Movie 9:30pm

10:00pm The National The National

10:30pm

Canadian Programming Foreign Programming Canadian / Foreign Programming

CBC Prime Time Schedule, Fall and Winter 2009/10


The growth on CBC Television is because of more than just Hockey Night in Canada…

Source: BBM Canada, CBC Regular Season Audiences (wks 5-32 with exceptions)


CBC TV programs not only have Canadian appeal, they have international appeal

•  Little Mosque on the Prairie Now airs in France, Switzerland, Francophone African countries, Israel, the West Bank, Gaza, United Arab Emirates, Finland, Turkey, and many more…

•  Being Erica Now airs in 17 countries (including Canada): Australia, Croatia, France, Hungary, Netherlands, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, South Africa, Spain, Turkey, the UK, and the US

•  Heartland Now airs in 15 countries (including Canada): France, Austria, Switzerland, the UK, Belgium, Luxembourg, Senegal, Mexico, Australia, Finland, Brazil, Germany, Argentina, Chile

•  Battle of the Blades Sweden’s Sparks Network purchased the format and there are talks about the format being purchased by other European countries such as Russia

•  Steven and Chris Currently being sold to a number of markets in the US

•  The Tudors Canadian/Irish co-production that now airs in Canada, Ireland, the UK, and the US


CBC Radio is relevant to Canadians


CBC Radio One has seen its highest historical shares in the past two years.

Share of Listening to CBC Radio One and to CBC Radio Two 12+ Anglophone in CBC Areas, BBM Fall 1998 to Fall 2009

•  CBC Radio Two is not seeing the same kind of growth.

•  While the average quarter-hour audience to English Radio has been declining from Fall 2000 levels – down by 6% in Spring 2009 compared to Fall 2009 - the average quarter-hour audience to Radio One has increased by 12% over the same period.

Re-launch

Labour Dispute

Labour Dispute

Source: BBM Canada


CBC Radio One has many reasons to be proud…

22 out of 23 local morning shows are ranked in the top 3 in their markets, including Metro Morning which has ranked first in the Toronto market for 21 straight radio books

Shows like the Local Morning Show, World Report, The Current, The House, White Coat Black Art, Vinyl Café, World at Six continue to capture the highest audiences on the network

13 shows and series are currently being distribute internationally. For example: •  As It Happens airs in 109 US cities including LA, Chicago, San Francisco etc. •  Vinyl Cafe is in 93 US cities. •  Wiretap is in 30 Cities •  Q will be launching in the US at the end of this month

1)

2)

3)


CBC.CA is relevant to Canadians


CBC.CA reaches about 20% of all Internet users in an average month… about on par with canada.com

•  CBC.CA performs consistently well compared to other major broadcaster sites and news specific sites

Source: ComScore Media Metrics (to March 31 2010)


CBC.CA generates more traffic on a monthly basis than the major competitors

Source: ComScore Media Metrics (to March 31 2010)

•  CBC.CA generates about 141 million page views per month

•  Canada.com generates about 94 million page views per month, and canoe.ca is about 118 million

CBC Research Toronto Source: HBX, Worldwide (to March 2010)

And while CBC.CA is still predominantly a destination for news and sports…

CBC.CA Internal Breakdown, % of total Page Views (March 2009 to March 2010)


Video Podcasts: The National, The Hour, Radio 3

Audio Podcasts (100+): Wiretap, Spark, Vinyl Café, Ideas , Quirks and Quarks, Radio Three Main Podcast, Laugh Out Loud, Comedy Factory, R3-30, Canada Live, etc.

iPhone Applications: CBC Radio Application has been downloaded more than 300,000 times

Video Streams: Almost all prime time programs are available on-demand on CBC.CA (Being Erica, Dragons’ Den, and Coronation Street are the strong performers)

Audio Streams: Radio One, Radio Two, Radio Three, Radio Two Channels (Classical, Jazz, Singer/Songwriter, Canadian Composers, Concerts on Demand)

Original Online Content Portals: Laugh Out Loud, CBC Radio Three

Video Radio Shows: The Current, Q, Fredericton Morning Show

Other smartphone content: iPhone site, news/sports updates, etc.

…CBC.CA offers cross-platform / interactive content that is being consumed by Canadians in strong numbers


There is still work to be done…

28


Conclusion

Looking at CBC through the lens of audience consumption, CBC’s relevance is clear on traditional media channels and it

appears that CBC is situated to succeed on emerging platforms assuming the continued dedication to new digital and on-demand

media.


Trends in Traditional and Multi-Media Audiences: Is CBC still relevant in an increasingly digital world?

Making Media Public Conference, May 7, 2010 Kristin Wozniak

Research Officer, CBC Audience Research [email protected]


…CBC.CA offers multiplatform content that is being consumed by Canadians in strong numbers

Video and Audio Podcasting

CBC is the largest single source of audio podcasts listened to by English-speaking Canadians.

–  English-Canadians report listening to a wide range of podcast sources, but CBC outranks all other sources for podcasts listened to by English-speaking Canadians.

– 25% of all podcasts listened to in the past month were CBC English Radio Podcasts (among weekly podcast listeners)

– Though they lag well behind CBC, both US Public Radio and BBC are competitive factors—each generating more past month podcast listening than private Canadian radio.


CBC has more than 100 podcasts (video and audio), and downloads are increasing

Top 10 CBC Podcasts (approximate average number of downloads by episode per week)

Wiretap (60,000) Spark (59,000)

Vinyl Café (51,000)

Ideas (33,000)

Quirks and Quarks (30,000)

Radio Three Main Podcast (23,000)

Laugh Out Loud (19,000)

Comedy Factory (16,000)

R3-30 (15,000)

Canada Live (15,000) Source: HBX, Worldwide (to April 17 2010)

Video and Audio Podcasting


The majority of streams on CBC.CA are entertainment streams

Video Streams

Shows that are streamed on CBC.CA Being Erica

Dragons’ Den

Hockey Night in Canada Coronation Street Republic of Doyle

Rick Mercer Report Ron James

The Tudors 18 To Life Heartland

Etc.

What do we know about streaming on CBC.CA?

- Full episodes typically perform the best

- When competition on TV is stronger, streams perform better (live sports)

- Sketch comedy not a strong driver of streaming

- When two lives sporting events are on at the same time

- Being Erica, Dragons’ Den, and Coronation Street are CBC’s top performers

trends in traditional and multi-media audiences: is cbc ... · source: cbc research (nielsen media...

Documents