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THE AUDIENCES TO THE CBC'S ENGLI

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THE AUDIENCES TO THE CBC'S ENGLI Powered By Docstoc
					     Overview of
 CBC/Radio-Canada’s
Audience Performance




  Prepared By CBC/Radio-Canada Research & Strategic Analysis
                         March 2007
Table of Content

Part 1: TELEVISION                                                                        3
      Part 1a: OVERALL TRENDS                                                             4
      Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION‟S PERFORMANCE WITHIN IT    7
      Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA‟S                  19
               PERFORMANCE WITHIN IT
      Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD                                  28

Part 2: RADIO                                                                            33
      Part 2a: OVERALL TRENDS                                                            34
      Part 2b: CBC RADIO‟S AUDIENCE PERFORMANCE                                          39
      Part 2c: RADIO DE RADIO-CANADA‟S AUDIENCE PERFORMANCE                              43
      Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD                                  47

Part 3: INTERNET                                                                         52
      Part 3a: OVERALL TRENDS                                                            53
      Part 3b: CBC.ca & Radio-Canada.ca„s PERFORMANCE                                    56

Part 4:   WHAT THE PUBLIC SAYS                                                           60




                                                                                              2
Part 1: TELEVISION
Part   OVERALL TRENDS
1a:
Weekly TV usage has increased in recent years
                                                             Weekly Per Capita Hours Of Viewing To Television
                                                                 All Persons 2+, 1985-1986 to 2005-2006
                                                                                                                                                                 25.4 25.4               25.0
                    25                                                                                                                                   23.7                    24.4
                                                                                                         22.6                   22.6 22.6
                         21.7                                  21.9 22.0 22.0                                    22.0 22.3 22.0
                                 21.0 20.9 21.2 21.5 21.4 20.9
                    20
 Per Capita Hours




                    15



                    10



                    5



                    0
                         1985-   1986-   1987-   1988-   1989-   1990-   1991-   1992-   1993-   1994-   1995-   1996-   1997-   1998-   1999-   2000-   2001-   2002-   2003-   2004-   2005-
                         1986    1987    1988    1989    1990    1991    1992    1993    1994    1995    1996    1997    1998    1999    2000    2001    2002    2003    2004    2005    2006



                                                                                                                                                                                                 5
                         SOURCE: BBM, Nielsen Media Research, Statistics Canada
Trends in TV usage by age groups have remained
consistent over time

                          Weekly Per Capita Hours of Viewing for Selected Demographic Groups
                                      1995-1996 to 2005-2006 (September-August)



       34.4                                                                                                             34.7
                  33.1                                                                                                                 34.9
                                                                                                35.3       35.8
                                                33.5        33.1                    33.3
                                    32.6                                32.3
                                                                                                26.3        26.1
                                                                                                                        25.3           26.6
                                                                                    24.3
       22.1                                                 22.7        22.9
                                    22.3        21.9                                            22          21.5
                   21.5                                                             20.8
                                      19.7                  19.9        19.3                                            19.9
                                                18.9                                                                                   19.6
  19.8                19.5                                                                        16.7
                     16.4                                             15.4            16.4                  16.4        15.7
  16                                  16.5      14.8          14.7                                                                     16.3
                                                                         15.2        14.9        16.4                     15.2         15.5
                                    14.5                      14.6                                           15.6
        14.8        13.6                        14
   1995-1996    1996-1997     1997-1998       1998-1999   1999-2000   2000-2001   2001-2002   2002-2003   2003-2004   2004-2005   2005-2006


         Children 2-11                       Teens 12-17              Adults 18-34               Adults 35-54               Adults 55+

                                                                                                                                              6
   SOURCE: Nielsen Media Research
       THE ENGLISH-LANGUAGE
       TV MARKET AND
Part   CBC TELEVISION’S
1b:    PERFORMANCE WITHIN IT
Over-the-air viewing has dropped dramatically
                             Distribution Of Viewing to English TV by Viewing Environment
                                                Monday-Sunday, 24 Hours
                                                           %


                                                                            24.0      Digital Cable

                                                               47.7%

                                                                            23.7      DTH (Satellite)
                 Cable
                                     86.3
                 + DTH



                                                                            46.8      Analogue Cable



                 Off-Air             13.7                                             Off-Air
                                                                             5.5
                                   2000-2001                              2005-2006
                                                September to August
                                                                                                        8
  Source: Nielsen Media Research
Anglophones in digital cable homes spend the most
time in front of their TV set
                         Weekly Per Capita Hours of Viewing to Television by Environment
                                                ANGLOPHONES
                                         September 2005 to August 2006



                                                                           29.5

             24.7                                       24.7                               25.5




                                     13.0




            Total                    OTA             Analogue          Digital Cable       DTH
                                                                                                  9
   SOURCE: Nielsen Media Research
And they enjoy a multitude of programming choices
                                                    A LOOK AT FRAGMENTATION
                                                    Share of Viewing to English TV
                                                                   All Day (24 Hours)
                                                                            %                      CBC Television
                                                                                     PBS Other
                                                                                                             CBC New sw orld
                                                                                      FOX US
                                                                                  CBS
                                                                            NBC
                                                       PayPerView        ABC
                                                                Pay TV
                                                                                                                      Bell Globemedia
                               Speedvision     Other Foreign
                                     Golf                WTBS
                                     CNBC
                                       TLC
                                     Spike TV
                                                                                                                                CHUM
                                                      A&E

                                     CNN (incl. Headline)
                                               Other CDN
                                                                                                                                 Global/
                                             Digital Channels                                                                   Canw est
                             Food Net
                        Cable Pulse 24
                            Sports Net
                        MuchMoreMusic
                         Treehouse TV                                                                                     Other CDN English
                              Teletoon                                                                                 Educational
                                 Space                                                                           TSN
                                                                                                               YTV MuchMusic
                               Prime TV
                                                                                                                    Bravo!
                             Outdoor                                                                                Show case
                                                                 Score TV            CTV          CMT              Discovery
                                History                                                          Vision            W Net
                                                                     Family        New snet
   September 2005 to August 2006 HGTV                                                            Weather Net       Life Net
                                                                                        Comedy                                                10
   SOURCE: Nielsen Media Research
But these choices don’t emanate from diverse
ownership
                            Share of Viewing to English CANADIAN CONVENTIONAL TV
                               Before and After Recently Announced Acquisitions*
                                                                All Day, 24 Hours
                                                                        %




                       Others                                                                                    Others
                                    CBC                                                                                        CBC
                       10.6%                                                                                     10.6%
                                   13.3%                                                                                      13.3%




        CanWest Global                                                                          CanWest Global
            28.7%                                                                                   28.7%
                                        CTVglobemedia
                                            33.9%                                                                             CTVglobemedia
                                                                                                                                  47.4%

                         CHUM
                         13.5%




                                                   Based on all persons 2+, August 28, 2006 to December 31, 2007
                                                 * CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis                   11
   SOURCE: BBM Nielsen Media Research
Increased viewing to Specialty/Pay has impacted
most Canadian and US conventional networks
        Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.)
                                                 %


           CBC*        10.0                        7.4         8.9         6.7         7.9      CBC*

                                                  13.0        13.5        14.9        14.5      CTV
             CTV       11.7

                                                   9.0                     8.5
          Global        9.7                                    8.7                     8.1      Global

 Other Canadian                                   13.0                    13.0        12.5      Other Canadian
                       13.0                                   12.9                              Conventional
   Conventional



  Specialty/Pay        40.2                       43.6        42.8        43.7        44.6      Specialty/Pay




            US         15.3                       14.0        13.2        13.2
   Conventional                                                                       12.4      US
                                                                                                Conventional
                   2001-2002                    2002-2003   2003-2004   2004-2005   2005-2006
           * Excluding Affiliates in own time
           'September to August'
                                                                                                                 12
       SOURCE: Nielsen Media Research
Top US programming is more popular than ever
before
                                                  Top 10 Series on English TV
                                                     2005-2006 TV Season


                RANK                NETWORK                         PROGRAM                 AMA (000)
                  1                    CTV             C.S.I.                                 3,093
                  2                   Global           Survivor: Guatemala                    3,084
                  3                    CTV             American Idol 5 - Performance          2,849
                  4                    CTV             American Idol 5 – Results              2,680
                  5                   Global           Survivor: Panama                       2,540
                  6                    CTV             C.S.I. Miami                           2,453
                  7                    CTV             Desperate Housewives                   2,415
                  8                    CTV             Amazing Race                           2,172
                  9                    CTV             E.R.                                   2,147
                 10                    CTV             Lost                                   2,071

                                                                                  AVERAGE     2,550




  Note: Prime time shows only, August 29, 2005 to April 2, 2006.
  Excludes CTV‟s Canadian Idol which ended in mid September.

                                                                                                        13
   SOURCE: Nielsen Media Research
CBC Television remains the home of Canadian
content
                                      English Conventional TV & Canadian Programming
                                                        Prime Time
                                                            %
                      Broadcast Hours                                          Viewing Hours



 Foreign         21                                                       17



                                      71      72
                                                                                   85          89   Foreign

 Canadian        79                                                       83



                                      29      28
                                                                                   15          11   Canadian



    „September 2005 to August 2006‟                                                                            14
    Source: Nielsen Media Research
And the only network with the shelf space to air
Canadian Drama/Comedy series
                                                    Top 20 Canadian Drama/Comedy Series

       RANK                       NETWORK                                        PROGRAM                         AMA (000)

           1                          CTV                  Corner Gas (Monday, 8 p.m.)                             1 401
           2                         CBC                   The Rick Mercer Report (Tuesday, 8 p.m.)                 727
           3                          CTV                  Degrassi: The Next Generation (Monday, 8:30 p.m.)        710
           4                         CBC                   Royal Canadian Air Farce (Friday, 8 p.m.)                696
           5                         CBC                   This Hour Has 22 Minutes (Friday, 8:30 p.m.)             670
           6                          CTV                  Jeff Ltd, (Wednesday, 9:30 p.m.)                         653
           7                         CBC                   Just for Laughs (Friday, 9 p.m.)                         624
           8                         CBC                   Winnipeg Comedy Fest (Friday, 9 p.m.)                    499
           9                         CBC                   Just for Laughs Gala (Friday, 9 p.m.)                    462
          10                         CBC                   The Rick Mercer Report – R (Wednesday, 7 p.m.)           449
          11                         CBC                   Hatching, Matching and Dispatching (Friday, 9 p.m.)      431
          12                         CBC                   Royal Canadian Air Farce – R (Monday, 7 p.m.)            416
          13                         CBC                   Da Vinci’s City Hall (Tuesday, 9 p.m.)                   395
          14                         CBC                   Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.)                 386
          15                         CBC                   Red Green Show (Friday, 7 p.m.)                          383
          16                         CBC                   This Hour Has 22 Minutes – R (Tuesday, 7 p.m.)           376
          17                         CBC                   This Is Wonderland (Wednesday, 8 p.m.)                   358
          18                         CBC                   At The Hotel (Tuesday, 9 p.m.)                           352
          19                         Global                Zoe Busiek: Wild Card (Saturday, 8 p.m.)                 295
          20                         Global                Blue Murder (Saturday, 9 p.m.)                           285

   Note: Prime time shows only, August 29, 2005 to April 2, 2006.
   - R - = Repeat                                                                                                            15
   SOURCE: Nielsen Media Research
CBC Television’s reliance on over-the-air viewing has
declined significantly in the past five years
                          Distribution of Viewing to CBC Television by Viewing Environment
                                              Monday-Sunday, 24 Hours
                                                          %


                                                                           17.0      Digital Cable


                 Cable                                                     24.4      DTH
                                     63.6
                 + DTH




                                                                           42.3      Analogue Cable


                 Off-Air             36.4

                                                                           16.3      Off-Air

                                   2000-2001                             2005-2006
                                               September to August
                                                                                                      16
  Source: Nielsen Media Research
CBC Television’s schedule balance
                                                     Programming Output by Genre
                                                         UK vs CBC Television


                                                                                    8
                                              23
                                                                                             Factual

                                                                                             Fiction
                                              21                                    47
                                                                                             Entertainment

                                                                                             News
                                              17
                                                                                             Sports
                                                                                    8
                                                                                             Education
                                              16                                    13
                                                                                             Arts
                                                 9
                                                                                    15
                                                 7
                                                                                             Other
                                             3                                      6
                                                 4                              1
                                                                                         1
                                             UK                            CBC Television

     Source: Ofcom International Market Review, 2005-2006 NMR (CBC O&Os)                                     17
CBC Newsworld: Number one in Canadian News
and Information

                                     Share (%) of English-language TV Viewing
                                                     24 Hours



                                               2.7

                     2.3


                                                                                                      1.8                     1.8
                                                                          1.6


            1.1                       1.1                        1.1                         1.1
                                                                                                                     1.0

                              0.6                                                                                                      0.7
                                                        0.5                                                    0.5
                                                                                   0.4




                  2001-2002                 2002-2003                  2003-2004                   2004-2005               2005-2006

                                                         For the Months of September to August

                                                                                                                                             18
    SOURCE: Nielsen Media Research
       THE FRANCOPHONE TV
       MARKET AND TÉLÉVISION
Part
       DE RADIO-CANADA’S
1c:    PERFORMANCE WITHIN IT
Francophone digital universe has grown by almost
one-quarter in just two years
        Distribution of Viewing Among Francophones by Viewing Environment
                              Monday - Sunday, 24 Hours
                                         %



                     33.5                     Digital
                                          (Cable and DTH)       41.1




                     50.4
                                          Analogue Cable        44.9




                     16.0                      Off-Air          14.0

                  2003-2004                                   2005-2006
                                        September to August

            Source: BBM (Quebec Only)                                       20
Francophones in analogue homes continue to watch
more TV each week
                        Weekly Per Capita Hours of Viewing to Television by Environment
                                        FRANCOPHONES in QUÉBEC
                                          September 2005 to August 2006



                                                                     31.8
                29.2                                                                       28.9


                                           23.6




                Total                      OTA                    Analogue        Digital (Cable and DTH)
                                                                                                            21
  SOURCE: BBM
Télévision de Radio-Canada maintains a healthy
position in a highly fragmented market
                                                    A LOOK AT FRAGMENTATION
                                             Share of Francophone TV Viewing in Quebec
                                                                    All Day (24 Hours)
            Other foreign specialties
                                                                             %
                                TNN                   Autres
                              TLC                      PBS              Radio-Canada
                            A&E                       FOX
                   CNN/Headline
            Other Cdn Specialties                    CBS                                  RDI
                          Space                      ABC
                      Sports Net
                    Teletoon Eng.
                       Muchmusic
                            CMT
                       Discovery
                            YTV
                            TSN
                Autres conv. anglo.
                              Global
                                CTV
                                CBC
                  Autres câbles fr.*
                            Mystère
                             Canal Z
                             Évasion                                                            TVA
                            Historia
                            Séries +
                         Météomédia
                          Musimax            RDS
                      MusiquePlus
                              RIS

                                          Télétoon


                                             Vrak TV


                                               TVP Franco

   *Includes TFO and other Cable French Stations       Canal Vie
    September 2005 to August 2006                             Canal D                    TQS
                                                                     TV5 LCN                          22
   SOURCE: BBM                                                             ARTV TQ
Three main conventional networks account for more
than half of all Francophone viewing
                    Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.)
                                                       %


 Radio- Canada                                  17.6                          16.0                               19.7        Radio- Canada
                     20.7                                                                   21.1




                                                29.5                          29.2
                                                                                                                 27.6        TVA
             TVA 29.7                                                                       28.9


                                                14.3                          14.5                               12.2        TQS
             TQS     15.3                                                                   12.1
                                                                              2.8                                 2.5        Télé-Québec
                                                 2.7                                         3.2
   Télé-Québec        2.7

Specialty/Cable                                 24.7                          27.4                               30.2        Specialty/Cable
                     19.9                                                                   26.2


English Stations      10.8                                                    9.6
                                                10.3                                         7.9                 7.4         English Stations
           Other          0.9                          0.9                          0.6            0.6                 0.4
                                                                                                                             Other
                   2001-2002                 2002-2003                  2003-2004         2004-2005            2005-2006

                                                PMT                                                      PPM
       „September to August‟
                                                                                                                                           23
       SOURCE: BBM (PMT 2001-2002 TO 2003-2004, PPM 2004-2005 TO 2005-2006)
Télévision de Radio-Canada’s reliance on over-the-air
viewers has declined
         Distribution of Télévision de Radio-Canada Viewing by Environment
                              Monday - Sunday, 24 Hours
                                           %


                                                  Digital
                     28.0
                                              (Cable and DTH)     33.5




                     46.4
                                              Analogue Cable      45.5




                     25.6                          Off-Air        21.1


                  2003-2004                                     2005-2006
                                         September to August

            Source: BBM Quebec Francophones                                  24
More Canadian programming than other
conventional networks
                       French-languages TV Stations and Canadian Programming
                                                   Prime Time
                                                       %
                  Broadcast Hours                                    Hours of Viewing

  Foreign    14                                                 14
                            35                                             28
                                              55                                        54
                                                                                             Foreign


 Canadian
             86                                                 86
                            65                                             72
                                              45                                        46
                                                                                             Canadian




            „September 2005 to August 2006‟
                                                                                                        25
            SOURCE: BBM
Télévision de Radio-Canada’s schedule balance
                                              Programming Output by Genre
                                           France vs Télévision de Radio-Canada


                                                  6

                                                                                       21
                                                                                                Factual
                                                  26
                                                                                                Fiction

                                                                                                Entertainment
                                                                                       33

                                                  28                                            News

                                                                                                Sports
                                                                                       16
                                                  14                                            Education

                                                   4                                            Arts
                                                       0                               18

                                                  20                              4
                                                                                                Other
                                                                                       6
                                                   3                               1
                                                                                            1

                                               France                          Radio-Canada

     Source: Ofcom International Market Review, 2005-2006 BBM (Radio-Canada)                                    26
RDI is still number one in News, but LCN is
narrowing the gap

                             Share (%) of Francophone TV Viewing in Quebec
                                     Within Analogue/Digital Homes
                                                24 Hours

                   3.1                            3.2
                                                                            2.9


                                                                                          2.2
                                                                    1.8
                                     1.4




                         2003-2004                      2004-2005             2005-2006

                                           September to the end of August

     Source: BBM                                                                                27
       EMERGING
Part   TECHNOLOGIES IN
1d:    THE VIDEO WORLD
New Ways of Accessing Video Content

  Technological advancements over the past ten years have given
   rise to a variety of new platforms for consumers to receive and
   view video programming, including video-on-demand (VOD),
   personal video recorders (PVRs), Internet streaming and Internet
   downloading.
  These new platforms and technologies have affected the video
   opportunities available to Canadians in three key ways.
  First, they significantly expanded where consumers can receive
   and watch video programming. Second, all of these new
   platforms, with the exception of some forms of Internet
   streaming, can be characterized as on-demand services which
   free viewers from the rigidity of program schedules. Third, some
   new platforms provide video in a significantly different format
   from traditional television.
                                                                      29
More video programming available over more
distribution platforms
             Illustration of Multi-platform Growth – Video
                        1995                     2005
            TV Distribution          TV Distribution
            •Over-the-air TV         •Over-the-air TV
            •Analogue Cable          •Analogue Cable
                                     •Digital Cable
            Personalization          •DTH Satellite
            •VCR                     •Wireless Cable (MDS)
            •Specialty TV            •IPTV
            •Pay TV                  •Internet

                                     Personalization
                                     •VCR
                                     •Specialty TV
                                     •Pay TV
                                     •DVD Player
                                     •PPV
                                     •PVR
                                     •VOD
                                     •Video Downloads
                                     •Video Streaming

                                     Portable
                                     •DVD Player
                                     •Digital Video Player
                                     •Mobile Phone
                                     •Laptop Computer        30
While ownership and usage of some of the new video
devices is low…
                Trends in the Penetration and Usage of Video Technologies
                                                Among Canadian Adults

                                        Penetration and Use of Devices and Services, 2005

                                           Canadian Total Anglos 18+     Francos 18+
                                                                                                                  Trend
        Video
          TV Viewer                                  96%          96%               97% Past month user           Universal
          HDTV sets                                  14%          15%                9%                           Growing
          HDTV receivers                              5%           6%                2%                           Growing

         Cable TV
         Analog                                      40%          41%               38%                           Declining
         Digital                                     20%          21%               17%                           Growing
         Total                                       62%          64%               57%                           Stable
         DTH                                         23%          23%               24%                           Stable
         Telco TV(1)                                 <1%          <1%               <1%                           Emerging
         Wireless                                    <1%          <1%               <1%                           Emerging

         Digital TV - Total                          44%          44%               42%                           Growing

         Over-the-air                                12%          10%               17%                           Declining

         VCR                                         82%          82%               81%                           Declining
         DVD Player                                  79%          80%               75%                           Growing

         Personal TV
         VOD viewer                                   5%           5%                4% past month                Emerging
         PVR                                          4%           4%                2%                           Emerging
         Mobile TV Subscriber                        <1%          <1%               <1%                           Emerging

         Video Downloading                           10%          11%                7% past month                Growing
         Video Streaming                             16%          17%               14% past month                Growing
         Source: CBC/Radio-Canada's MTM, 2005                            (1) TV service provided by telephone companies
                                                                                                                              31
… acceptance of these new ‘on-demand’ tools is
higher among certain segments of the population
                                       Penetration and Usage of New Video Technologies
                                          Among Anglophone and Francophone Age Groups




New ways of accessing video content
                                                     Anglophones 18+                     Francophones 18+
                                            18-34    35-49     50-64    65+      18-34   35-49      50-64   65+
Past month VOD usage                         6%       7%        3%       2%       7%      5%        3%      1%

PVR penetration                              5%       5%        3%       1%       2%      3%        2%      1%

Past month video streaming                   26%      19%      13%       5%      26%     15%        8%      3%

Past month video downloading                 22%      11%       5%       2%      16%      5%        3%      0%

Source: CBC/Radio-Canada's MTM, 2005




                                                                                                                  32
Part 2: RADIO
Part   OVERALL TRENDS
2a:
Listening to conventional radio has decreased over
the past decade

                                                      Weekly Per Capita Hours Of Listening To Radio
                                                              All Persons 12+, 1986 to 2006
                    25

                                             21.6 21.5 21.1 21.6 21.2
                         21.0 21.3 20.9 21.4                          21.0
                                                                             20.2 19.9 20.4 20.5 20.3 20.1 20.2
                                                                                                                19.5 19.6 19.1
                    20                                                                                                         18.6
 Per Capita Hours




                    15




                    10




                    5




                    0
                         1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006


                                                                                                                                  35
                          SOURCE: BBM (Fall Sweeps)
This is true among all age groups, but especially
teens

                      Weekly Per Capita Hours of Listening for Selected Demographic
                                                 Groups
                                              1996 to 2006


     22.1            21.6            22.8           22.6       22.4                         22.8
    21.7                                                                      22.3                                 22.1        21.7
                     21.4                                                                              21.3                                 21.2
                                          21.4           21.6        21.8         21.6        21.7        22
  21.1                               20.8           21.3    20.6                                                     21.5         21        20.6
                      21                                                      20.5          20.1       19.3          19.3
                                     18                            18.1                                                          18.2      18.3
     17.5                                                                      17.3
                     17.3                          17.3                                     16.7       16.4         15.7
                                                                                                                               15.3
                                                                                                                                           14.2
    10.6             10.7            11                        10.5
                                                  11.3                            10.1      9.4
                                                                                                       8.5
                                                                                                                     8.6          8.7
                                                                                                                                           7.6
  Fall 1996       Fall 1997     Fall 1998        Fall 1999   Fall 2000      Fall 2001    Fall 2002   Fall 2003   Fall 2004   Fall 2005   Fall 2006

            Teens 12-17                     Adults 18-24                    Adults 25-34               Adults 35-49               Adults 50+

                                                                                                                                                     36
         SOURCE: BBM (Fall Sweeps)
Almost 8 out of 10 hours spent listening to radio is
through the FM band
                                         AM/FM Share (%) of Tuning
                                Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+
                                              Fall/S4 Surveys




   FM    64       65     69         70      72      72      74      74      75    76     78     FM




   AM    36       35     31         30      28      28      26      26      25    24     22
                         1                                                                      AM


        1996      1997   1998       1999    2000    2001   2002    2003    2004   2005   2006


                                                                                                     37
    SOURCE: BBM
Out-of-home listening is still growing
                                               Location Share (%)
                                  Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+
                                                 Fall/S4 Surveys




                                                              50      49      49     48     47     Home
  Home    55       54     53           53      52     51




                                                                      23      23     23     23     Work
                                               22     23      23
  Work    21       22     22           22



   Car                                         24     24      25      26      27     27     28     Car
          22       22     23           23
                          1
  Other    2        2         2        2       2       2       2       2       2      2      2     Other
          1996     1997   1998        1999    2000    2001    2002    2003    2004   2005   2006


                                                                                                           38
     SOURCE: BBM
       CBC RADIO’S
Part   AUDIENCE
2b:    PERFORMANCE
CBC Radio weekly usage maintained despite overall
decline in radio usage

                                                      Anglophone Weekly Reach
                                                                         All 12+
                                                                           %
                                         16
                             15                               15
       14         14                                 14                    14        14          14        15               14
                                                                                                                                      14

                                                                                                                    11

        6          6          6           6          6         6
                                                                           5           5         5         6
                                                                                                                    5           5
                                                                                                                                        5



       Fall    Spring       Fall      Spring       Fall      Spring       Fall      Spring       Fall   S1      S4       S1         S4
       2000     2001        2001       2002        2002       2003        2003       2004        2004   2005    2005*    2006       2006

        * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.
                                                                                                                                       40
         SOURCE: BBM
Record-level audience shares mean strong basis for
CBC Radio’s Renewal initiative

                                    Share of Anglophone 12+ Listening in the
                                      Areas Served by a CBC Radio Station
                                                       %                                                                     13.0
                             12.7      13.0                  12.8                                      12.6           12.4
        12.3      12.4                             12.3                           12.2      12.2
                                                                        11.5
                              3.5       3.6                   3.5                                      3.4                   3.7
         3.6       3.8                             3.4                             3.4          3.0                   3.6
                                                                        3.2                                   8.9


                                                                                                              3.3



         8.7                  9.2       9.3        8.9        9.2                  8.8          9.1    9.1            8.9    9.3
                   8.6                                                  8.3
                                                                                                              5.7




        Fall     Spring      Fall      Spring      Fall     Spring      Fall     Spring         Fall   S1      S4     S1     S4
        2000      2001       2001       2002       2002      2003       2003      2004          2004   2005   2005*   2006   2006
       Base: Anglophones who listened in CBC areas
       * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.
                                                                                                                                    41
        SOURCE: BBM
CBC Radio One: Ranks in top 3 in most markets
    The Share of 12+                CBC Radio One Markets                    Monday to Sunday    Monday to Friday 6 a.m. to 8:30 a.m.
                                                                              5 a.m. to 1 a.m.
 Listening Captured by                                                            Share %            Share %             Ranking

       Individual         CBN St. John‟s                                               9.5              16.2                 2

                          CBG/CBT Gander/Grand Falls                                  13.7              25.6                 2

                          CBY Corner Brook                                            12.4              18.5                 2
       Stations
                          CBCT FM Charlottetown                                       14.9              23.5                 1

     BBM S4 2006          CBHA-FM Halifax                                             16.2              23.7                 1

                          CBI Sydney/Cape Breton                                      20.1              29.3                 2

                          CBA Moncton                                                 13.7              18.8                 1

                          CBZF FM Fredericton                                         14.7              20.7                 1

                          CBD-FM Saint John                                           12.3              18.6                 3

                          CBME-FM Montreal Anglos                                      4.5              5.7                  5

                          CBO-FM Ottawa Anglos                                        15.8              20.9                 1

                          CBLA-FM Toronto                                              7.3              11.0                 1

                          CBE Windsor                                                  4.0              7.1                  3

                          CBCS-FM Sudbury                                             15.9              18.4                 3

                          CBQT-FM Thunder Bay                                         20.5              24.6                 1

                          CBW Winnipeg                                                 9.7              13.0                 2

                          CBK/CBKR-FM Regina                                          10.1              14.6                 3

                          CBK Saskatoon                                                8.1              10.3                 5

                          CBR Calgary                                                  7.4              10.4                 5

                          CBX Edmonton                                                 6.0              8.2                  5

                          CBU Vancouver                                                9.0              12.2                 2

                          CBCV-FM Victoria                                             8.6              12.0                 3          42
                         Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador
       RADIO DE RADIO-
Part   CANADA’S AUDIENCE
2c:    PERFORMANCE
Radio de Radio-Canada: Increased usage over the
past five years

                                                        Francophone Weekly Reach
                                                                     Francophones 12+
                                                                            %

                                                                                                                 15
                                                                                  14           14         14                         15
                                                                     13                                                                      14
                                                         12                                                                  14
                              11           11
      10          10



                                                                                                            5     5         5        5       5
                   4            4           4            4           4             4           4
      3



     Fall      Spring        Fall       Spring         Fall       Spring        Fall        Spring        Fall   S1      S4       S1      S4
     2000       2001         2001        2002*         2002        2003         2003         2004         2004   2005   2005**    2006    2006

     * Labour dispute affected 3 ½ out of the 8 weeks measured
     ** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
                                                                                                                                                  44
     SOURCE: BBM
And audience shares that have nearly doubled

                                Share of Francophone 12+ Listening in the
                             Areas Served by a Radio de Radio-Canada Station
                                                                         %
                                                                                                                  16.5            16.3
                                                                                                     15.7                                15.2
                                                                              15.6                                       15.3
                                                                                          14.7
                                                                                                                  2.9             3.0
                                                                 13.7          2.3                     3.0                2.5
                                                                                           2.3                                           2.9
                                                      12.4         2.2
                               11.1       10.8
                    9.9                                2.4
       8.9                     2.5         2.1
                    2.1
        2.0
                                                                              13.3                                13.6   12.8     13.3
                                                                                          12.5        12.6                               12.3
                                                                  11.5
                                                      10.0
                    7.8        8.6         8.7
        6.9



       Fall       Spring       Fall      Spring        Fall      Spring       Fall       Spring       Fall        S1       S4     S1     S4
       2000        2001        2001       2002*        2002       2003        2003        2004        2004        2005   2005**   2006   2006
       * Labour dispute affected 3 ½ out of the 8 weeks measured
       ** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
          Base: French Radio Listening Among Francophones in SRC Areas
                                                                                                                                                45
       SOURCE: BBM
Weekday morning shares demonstrate the value of
local programming
            The Share of 12+ Listening Captured by Individual                  Stations
                                         BBM S4 2006


               Première Chaîne Markets    Monday to Sunday    Monday to Friday 6 a.m. to 9 a.m.
                                           5 a.m. to 1 a.m.
                                               Share %          Share %            Ranking

       CBF-FM Montreal Francos                   10                14                  3

       CBF-FM Sherbrooke                         13                17                  2

       CBF-FM Trois-Rivières                     12                15                  2

       CBV-FM Québec                             13                18                  1

       CBJ-FM Saguenay                            7                11                  4

       CBGA-FM Matana-Gaspésie-Iles               7                 9                  2

       CJBR-FM Rimouski                          12                21                  3

       CHLM-FM Rouyn                              6                10                  3
       CBSI-FM Sept-Iles                          9                16                  3

       CBOF-FM Ottawa-Gatineau Francos           11                15                  3
       CBAF-FM N. Brunswick Francos               6                10                  4




                                                                                                  46
       EMERGING
Part   TECHNOLOGIES IN
2d:
       THE AUDIO WORLD
New Ways of Accessing Audio Content

  Over the past decade, numerous new ways of accessing audio
   content have become available in Canada, including digital radio,
   pay audio, satellite radio, Internet streaming, podcasting and
   Internet downloading of music.
  As with new video platforms, these new audio platforms provide
   consumers with increased choice in terms of where and how
   audio services can be received, increased diversity in the type of
   content that is available and greater flexibility and control over
   when content is accessed and listened to.
  The new audio platforms have met with varying degrees of
   acceptance by the public and while the final verdict is still out on
   most of them, they have increased audience fragmentation and
   are forcing audio broadcasters to be both more thoughtful and
   more innovative when developing audio content and when
   deciding the best means to deliver it to Canadians.
                                                                          48
A wide array of new audio platforms, presenting a
significant challenge to traditional radio
              Illustration of Multi-platform Growth – Audio

                           1995                  2005
                 Distribution         Distribution
                 •Radio               •Radio
                                      •Internet
                 On-Demand            •Satellite Radio
                 •Tapes
                 •CDs                 On-Demand
                                      •CDs
                 Portable             •Music Downloads
                 •Walkman             •Streaming Audio
                                      •Podcasting

                                      Portable
                                      •Walkman
                                      •Digital Audio Player
                                      •Mobile Phone




                                                              49
With usage of iPod/MP3 Players and audio over the
Internet ranging from 6 to 21 per cent among all
Canadians
                    Trends in the Penetration and Usage of Audio Technologies
                                     Among Canadian Adults




                                       Penetration and Use of Devices and Services, 2005

                                          Canadian Total Anglos 18+     Francos 18+
                                                                                                  Trend

       Audio
        Radio listener                              90%          91%             89% Past month   Universal
        Pay audio listener                          21%          21%             21% past month
        iPod/MP3 Player                             21%          23%             14%              Growing
        Satellite Radio subscriber                  <1%          <1%             <1%

        Download Podcast                             6%           7%              3% past month   Emerging
        Audio Downloading                           18%          20%             12% past month   Growing
        Audio Streaming                             21%          23%             16% past month   Growing
        Source: CBC/Radio-Canada's MTM, 2005




                                                                                                              50
But they have become the norm among younger age
groups
                                       Penetration and Usage of New Audio Technologies
                                       Among Anglophone and Francophone Age Groups




New ways of accessing audio content
                                                     Anglophones 18+                     Francophones 18+
                                            18-34    35-49     50-64   65+     18-34     35-49      50-64   65+
iPod/MP3 Player penetration                  42%     24%       13%     3%      23%       16%        7%      2%

Past month download podcast                  12%      9%        4%     1%       5%        2%        2%      0%

Past month audio streaming                   38%     25%       14%     6%      28%       17%        10%     3%

Past month music downloading                 41%     18%        3%     3%      26%       11%        4%      2%

Source: CBC/Radio-Canada's MTM, 2005




                                                                                                                  51
Part 3: INTERNET
Part   OVERALL TRENDS
3a:
Broadband Internet has entered the mainstream
                                                       Home Internet Connection
                                                                  %

                ANGLOPHONES 18+                                                                              FRANCOPHONES 18+




Broadband                                         61                                     Broadband                      39

                                                            Total                                                               Total
                                                            75%                                                                 60%


   Dial-up         13                                                                          Dial-up            20




    None                 25                                                                       None                   40




                              * Broadband and dial-up do not equal total home Internet connections because some                         54
      Source: MTM 2005          respondents refused or don‟t know what type of Internet connection they have
But weekly time spent with the Internet still lags
TV and radio
                                         Weekly Per Capita Usage of Internet, Television and Radio
                                                              Hours/Week
                                                               Adults 18+

                       ANGLOPHONES                                                                            FRANCOPHONES


  Internet               8.7                                                                      Internet   5.9




Television                                                  26.8                              Television                       30.5




    Radio                                     19.9                                                 Radio                19.7




         Source: MTM 2005 (Internet), NMR 2005-2006 and BBM 2005-2006 (TV), BBM S4 2006 (Radio)                                 55
       CBC.ca &
Part   Radio-Canada.ca’s
3b:    PERFORMANCE
Traffic to CBC.ca and Radio-Canada.ca has more
than doubled over the past five years
                                                    Average Monthly Unique Visitors
                                                              at Home
                                                                (000)


                 Total Canada 2+                                                          Francophones 2+
                     At Home                                                                  At Home



                        266%




                                        3,195,000

                                                                                                108%
                                                                                                         1,482,000

            873,000                                                                   714,000


        Oct-Dec 2001                 Oct-Dec 2006                                Oct-Dec 2001          Oct-Dec 2006

   Domain Level Report                                                                                                57
   Source: Media Metrix Canada – Total Canada
CBC.ca among the leaders in News and Information
               Average Monthly Unique Visitors to News and Information Web Sites
                                   Total Canada 2+, at Home
                              October to December, 2006 (000's)
            ABOUT.COM                                                                                5,090

THEWEATHERNETWORK.COM                                                                        3,725
                CBC.CA                                                               3,195
           CANADA.COM                                                                3,172

            CANOE.COM                                                        2,317

                CTV.CA                                                       2,280

             BBC.CO.UK                                               1,953
              CNN.COM                                               1,902
              CANOE.CA                                             1,842

        RADIO-CANADA.CA                                        1,665



                                                                                                        58
                          SOURCE: comScore Media Metrix (English Canada)
Radio-Canada.ca: Second most popular News and
Information website among Francophones

             Average Monthly Unique Visitors to News and Information Web Sites
                                Francophones 2+, at Home
                            October to December 2006 (000's)
        CANOE.COM                                                                    2,062
   RADIO-CANADA.CA                                                           1,482
       CANOE.QC.CA                                                           1,468
    METEOMEDIA.COM                                                   1,096
            RDS.CA                                            861
   CYBERPRESSE.CA                                            831
          CANOE.CA                                609
 BRANCHEZ-VOUS.COM                         481
        ABOUT.COM                        446
            CBC.CA              263



                                                                                             59
                     SOURCE: comScore Media Metrix (French Canada)
     WHAT THE
Part
     PUBLIC SAYS
 4:
Our Measures of Value
 Since 2001, the following indicators of performance have
  been measured:
       Satisfaction
        “I am satisfied with the programming on CBC/Radio-Canada
        Television/Radio.”
       Essential
        “It is essential that CBC/Radio-Canada Television/Radio is available to
        Canadians.”
       Distinctive
        “CBC/Radio-Canada Television/Radio has programs that aren‟t on any
        other station or network.”
       Trust in News
        “You can trust News and Information on CBC/Radio-Canada
        Television/Radio.”
       Comprehensive
        “You can count on CBC/Radio-Canada Television/Radio to give you
        complete News coverage.”
                                                                                  61
In Fall of 2006, CBC/Radio-Canada received the
support of 9 in 10 Canadians on all indicators
        Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES
                                    Among all Canadians 18+
                                                %
  In terms of:

                  Essential                                              97



                     Trusted                                            96


         Comprehensive                                                  95



                 Distinctive                                       90



               Satisfaction                                        89




                                                                                      62
      Source: QRS 2006
And 9 in 10 Canadians are now tuning to one of our
services on a monthly basis
                             Past Month Usage of CBC/RADIO-CANADA SERVICES
                                          Among all Canadians 18+
                                                     %



                        Any CBC/Radio-Canada Services                         86




        CBC Television/Télévision de Radio-Canada                            82



                       CBC Radio/Radio de Radio-Canada         30



                               CBC.ca/Radio-Canada.ca     18




                                                                                   63
    Source: QRS 2006
According to a 2006 survey, CBC/Radio-Canada is a
vital part of Canadian culture
                                                                  Corporate Image Ratings

                                 CBC/Radio-Canada is a vital
                                    part of Canadian culture                         64%                                 15%

                           You can trust CBC/Radio-Canada                       56%                                21%

      CBC/Radio-Canada is an organization that delivers the
    highest quality services for the resources it has available              49%                             27%


 CBC/Radio-Canada brings Canadians together as a country                       53%                                23%


         CBC/Radio-Canada is in touch with ordinary people                 47%                              25%

        CBC/Radio-Canada is innovative, always looking for
              new programs and ideas to deliver services             35%                              33%

        CBC/Radio-Canada pays attention to what the public
                   thinks about its programs and services              39%                            28%

CBC/Radio-Canada ensures that the funds available to them
are used to best reflect the needs and interests of Canadians        34%                       28%


                                                                             Strongly Agree   Agree
                                                                                                                               64
                Source: Public Support Survey, TNS, April 2006
With its mandate continuing to be important to
Canadians
                                                              Mandate Importance Ratings

                            Providing in-depth News and
                Information from a Canadian perspective
                                                                                  81%                                11%

    Providing News and Information that people can trust                          81%                                11%

      Providing Television and Radio services which are
          available to people living in all parts of Canada                       78%                           12%

                       Promoting our culture and identity                    73%                               16%
                         Serving the needs and interests
                            of each region of the country                   69%                           18%

                                      Entertaining people                   67%                          20%
                         Providing programs of interest to
                          many different groups of people                  65%                           21%

             Reflecting the multicultural nature of Canada                 65%                          20%

                         Helping people from all parts of
                    Canada understand each other better                     67%                          18%

 Offering high quality, distinctive Canadian programming                   65%                          17%


                                                                           Very Important   Important
                                                                                                                           65
             Source: Public Support Survey, TNS, April 2006
And Canadians believe CBC/Radio-Canada is
delivering on its mandate
                                                              Corporate Performance Ratings

                            Providing in-depth News and
                Information from a Canadian perspective
                                                                                  67%                            21%

    Providing News and Information that people can trust                          68%                            18%

      Providing Television and Radio services which are
          available to people living in all parts of Canada                   64%                               21%

                       Promoting our culture and identity                   55%                           28%

            Reflecting the multicultural nature of Canada              48%                              33%

                         Providing programs of interest to
                          many different groups of people
                                                                      44%                          36%

                                      Entertaining people              46%                          34%

                          Serving the needs and interests
                             of each region of the country            45%                          32%

                         Helping people from all parts of
                    Canada understand each other better               44%                        31%

 Offering high quality, distinctive Canadian programming                50%                             29%

                                                                             Very Good Job   Good Job
                                                                                                                       66
             Source: Public Support Survey, TNS, April 2006
A large majority of Canadians continue to believe
that CBC/Radio-Canada represents good value for the
funding it receives
                                Perceived Value For Money Of CBC/Radio-Canada Funding




                                                      63%                          19%




                                                    Very Good Value   Good Value




                                                                                         67
    Source: Public Support Survey, TNS April 2006
CBC/Radio-Canada: Poorly funded compared to other
public broadcasters around the world
                                      Per Capita Public Funding for Public Broadcasters
                                                                                 2004
    Switzerland                                                                                                                                     154
       No rway                                                                                                                                147
      Germany                                                                                                                      134
            UK                                                                                                             124
      Denmark                                                                                                         119
       Sweden                                                                                                      115
       Finland                                                                                                 111
       A ustria                                                                         84
        France                                                              69
      B elgium                                                             68
        Ireland                                                            67
         Japan                                                        62
      A ustralia                                       44
           Italy                                      41                           Average = 80
        Spain*                                 36
       Canada                               33
   New Zealand                   20
           US**        5
                   0           20                40              60                80               100              120              140              160           180
                                                                                C$ per inhabitant
      Source: Nordicity Group Ltd. Public funding data obtained from various sources; Exchange rates from Bank of Canada. Population data from CIA World Factbook.
              * Figures for Spain include an estimate for the public broadcasters of the autonomous regions.                                                               68
              ** Data for fiscal year 2003

				
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