audiences

Slide1: 

Prepared By CBC/Radio-Canada Research & Strategic Analysis March 2007 Overview of CBC/Radio-Canada’s Audience Performance

Table of Content: 

Table of Content Part 1: TELEVISION Part 1a: OVERALL TRENDS Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION’S PERFORMANCE WITHIN IT Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD Part 2: RADIO Part 2a: OVERALL TRENDS Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD Part 3: INTERNET Part 3a: OVERALL TRENDS Part 3b: CBC.ca & Radio-Canada.ca‘s PERFORMANCE Part 4: WHAT THE PUBLIC SAYS 3 4 7 19 28 33 34 39 43 47 52 53 56 60

Slide3: 

Part 1: TELEVISION

Slide4: 

OVERALL TRENDS Part 1a:

Weekly TV usage has increased in recent years: 

Weekly TV usage has increased in recent years Weekly Per Capita Hours Of Viewing To Television All Persons 2+, 1985-1986 to 2005-2006 SOURCE: BBM, Nielsen Media Research, Statistics Canada

Trends in TV usage by age groups have remained consistent over time: 

Trends in TV usage by age groups have remained consistent over time SOURCE: Nielsen Media Research

Slide7: 

THE ENGLISH-LANGUAGE TV MARKET AND CBC TELEVISION’S PERFORMANCE WITHIN IT Part 1b:

Over-the-air viewing has dropped dramatically: 

Distribution Of Viewing to English TV by Viewing Environment Monday-Sunday, 24 Hours % Cable + DTH Digital Cable DTH (Satellite) Off-Air Off-Air Analogue Cable Source: Nielsen Media Research Over-the-air viewing has dropped dramatically 47.7% September to August

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 SOURCE: Nielsen Media Research Anglophones in digital cable homes spend the most time in front of their TV set

And they enjoy a multitude of programming choices: 

A LOOK AT FRAGMENTATION Share of Viewing to English TV All Day (24 Hours) % September 2005 to August 2006 And they enjoy a multitude of programming choices SOURCE: Nielsen Media Research

But these choices don’t emanate from diverse ownership: 

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 % SOURCE: BBM Nielsen Media Research Based on all persons 2+, August 28, 2006 to December 31, 2007 * CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis

Increased viewing to Specialty/Pay has impacted most Canadian and US conventional networks: 

CBC* CTV Global Specialty/Pay SOURCE: Nielsen Media Research Increased viewing to Specialty/Pay has impacted most Canadian and US conventional networks CBC* CTV Global Specialty/Pay Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.) % Other Canadian Conventional US Conventional Other Canadian Conventional US Conventional

Top US programming is more popular than ever before: 

Top 10 Series on English TV 2005-2006 TV Season SOURCE: Nielsen Media Research Note: Prime time shows only, August 29, 2005 to April 2, 2006. Excludes CTV’s Canadian Idol which ended in mid September. Top US programming is more popular than ever before PROGRAM C.S.I. Survivor: Guatemala American Idol 5 - Performance American Idol 5 – Results Survivor: Panama C.S.I. Miami Desperate Housewives Amazing Race E.R. Lost AVERAGE NETWORK CTV Global CTV CTV Global CTV CTV CTV CTV CTV RANK 1 2 3 4 5 6 7 8 9 10 AMA (000) 3,093 3,084 2,849 2,680 2,540 2,453 2,415 2,172 2,147 2,071 2,550

CBC Television remains the home of Canadian content: 

English Conventional TV & Canadian Programming Prime Time % CBC Television remains the home of Canadian content ‘September 2005 to August 2006’ Source: Nielsen Media Research

Top 20 Canadian Drama/Comedy Series: 

Top 20 Canadian Drama/Comedy Series Note: Prime time shows only, August 29, 2005 to April 2, 2006. - R - = Repeat RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NETWORK CTV CBC CTV CBC CBC CTV CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC CBC Global Global SOURCE: Nielsen Media Research And the only network with the shelf space to air Canadian Drama/Comedy series PROGRAM Corner Gas (Monday, 8 p.m.) The Rick Mercer Report (Tuesday, 8 p.m.) Degrassi: The Next Generation (Monday, 8:30 p.m.) Royal Canadian Air Farce (Friday, 8 p.m.) This Hour Has 22 Minutes (Friday, 8:30 p.m.) Jeff Ltd, (Wednesday, 9:30 p.m.) Just for Laughs (Friday, 9 p.m.) Winnipeg Comedy Fest (Friday, 9 p.m.) Just for Laughs Gala (Friday, 9 p.m.) The Rick Mercer Report – R (Wednesday, 7 p.m.) Hatching, Matching and Dispatching (Friday, 9 p.m.) Royal Canadian Air Farce – R (Monday, 7 p.m.) Da Vinci’s City Hall (Tuesday, 9 p.m.) Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.) Red Green Show (Friday, 7 p.m.) This Hour Has 22 Minutes – R (Tuesday, 7 p.m.) This Is Wonderland (Wednesday, 8 p.m.) At The Hotel (Tuesday, 9 p.m.) Zoe Busiek: Wild Card (Saturday, 8 p.m.) Blue Murder (Saturday, 9 p.m.) AMA (000) 1 401 727 710 696 670 653 624 499 462 449 431 416 395 386 383 376 358 352 295 285

CBC Television’s reliance on over-the-air viewing has declined significantly in the past five years: 

Source: Nielsen Media Research CBC Television’s reliance on over-the-air viewing has declined significantly in the past five years DTH Digital Cable Analogue Cable Off-Air Distribution of Viewing to CBC Television by Viewing Environment Monday-Sunday, 24 Hours % Cable + DTH Off-Air September to August

CBC Television’s schedule balance: 

Programming Output by Genre UK vs CBC Television Source: Ofcom International Market Review, 2005-2006 NMR (CBC O&Os) CBC Television’s schedule balance

CBC Newsworld: Number one in Canadian News and Information: 

SOURCE: Nielsen Media Research CBC Newsworld: Number one in Canadian News and Information

Slide19: 

THE FRANCOPHONE TV MARKET AND TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT Part 1c:

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 % Analogue Cable Off-Air Source: BBM (Quebec Only) Digital (Cable and DTH) Francophone digital universe has grown by almost one-quarter in just two years September to August

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 SOURCE: BBM Francophones in analogue homes continue to watch more TV each week

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) % September 2005 to August 2006 *Includes TFO and other Cable French Stations SOURCE: BBM Télévision de Radio-Canada maintains a healthy position in a highly fragmented market

Three main conventional networks account for more than half of all Francophone viewing: 

Radio- Canada TVA TQS Télé-Québec ‘September to August’ SOURCE: BBM (PMT 2001-2002 TO 2003-2004, PPM 2004-2005 TO 2005-2006) Three main conventional networks account for more than half of all Francophone viewing Radio- Canada TVA TQS Télé-Québec PMT PPM Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.) % Other Other Specialty/Cable English Stations Specialty/Cable English Stations

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 % Analogue Cable Off-Air Source: BBM Quebec Francophones Télévision de Radio-Canada’s reliance on over-the-air viewers has declined September to August Digital (Cable and DTH)

More Canadian programming than other conventional networks: 

French-languages TV Stations and Canadian Programming Prime Time % More Canadian programming than other conventional networks ‘September 2005 to August 2006’ SOURCE: BBM

Télévision de Radio-Canada’s schedule balance: 

Programming Output by Genre France vs Télévision de Radio-Canada Source: Ofcom International Market Review, 2005-2006 BBM (Radio-Canada) Télévision de Radio-Canada’s schedule balance

RDI is still number one in News, but LCN is narrowing the gap: 

Source: BBM RDI is still number one in News, but LCN is narrowing the gap

Slide28: 

EMERGING TECHNOLOGIES IN THE VIDEO WORLD Part 1d:

New Ways of Accessing Video Content: 

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.

More video programming available over more distribution platforms: 

More video programming available over more distribution platforms Illustration of Multi-platform Growth – Video 1995 TV Distribution Over-the-air TV Analogue Cable Personalization VCR Specialty TV Pay TV 2005 TV Distribution Over-the-air TV Analogue Cable Digital Cable DTH Satellite Wireless Cable (MDS) IPTV 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

While ownership and usage of some of the new video devices is low…: 

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

… acceptance of these new ‘on-demand’ tools is higher among certain segments of the population : 

… 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

Slide33: 

Part 2: RADIO

Slide34: 

OVERALL TRENDS Part 2a:

Listening to conventional radio has decreased over the past decade: 

Listening to conventional radio has decreased over the past decade Weekly Per Capita Hours Of Listening To Radio All Persons 12+, 1986 to 2006 (Fall Sweeps) SOURCE: BBM

This is true among all age groups, but especially teens: 

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

Almost 8 out of 10 hours spent listening to radio is through the FM band: 

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

Out-of-home listening is still growing: 

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

Slide39: 

Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE

CBC Radio weekly usage maintained despite overall decline in radio usage: 

CBC Radio weekly usage maintained despite overall decline in radio usage SOURCE: BBM * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.

Record-level audience shares mean strong basis for CBC Radio’s Renewal initiative: 

12.4 Base: Anglophones who listened in CBC areas 13.0 SOURCE: BBM 12.3 12.7 12.8 12.3 11.5 12.2 12.2 12.6 8.9 12.4 13.0 * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005. Record-level audience shares mean strong basis for CBC Radio’s Renewal initiative

CBC Radio One: Ranks in top 3 in most markets: 

CBC Radio One: Ranks in top 3 in most markets Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador The Share of 12+ Listening Captured by Individual Stations BBM S4 2006

Slide43: 

Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE

Radio de Radio-Canada: Increased usage over the past five years: 

SOURCE: BBM Radio de Radio-Canada: Increased usage over the past five years * 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.

And audience shares that have nearly doubled: 

Base: French Radio Listening Among Francophones in SRC Areas SOURCE: BBM 15.2 8.9 9.9 11.1 10.8 12.4 13.7 15.6 14.7 15.7 16.5 15.3 16.3 And audience shares that have nearly doubled * 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.

Weekday morning shares demonstrate the value of local programming: 

Weekday morning shares demonstrate the value of local programming The Share of 12+ Listening Captured by Individual Stations BBM S4 2006

Slide47: 

EMERGING TECHNOLOGIES IN THE AUDIO WORLD Part 2d:

New Ways of Accessing Audio Content: 

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.

A wide array of new audio platforms, presenting a significant challenge to traditional radio: 

A wide array of new audio platforms, presenting a significant challenge to traditional radio Illustration of Multi-platform Growth – Audio 1995 Distribution Radio On-Demand Tapes CDs Portable Walkman 2005 Distribution Radio Internet Satellite Radio On-Demand CDs Music Downloads Streaming Audio Podcasting Portable Walkman Digital Audio Player Mobile Phone

With usage of iPod/MP3 Players and audio over the Internet ranging from 6 to 21 per cent among all Canadians: 

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

But they have become the norm among younger age groups: 

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

Slide52: 

Part 3: INTERNET

Slide53: 

OVERALL TRENDS Part 3a:

Broadband Internet has entered the mainstream: 

Broadband Internet has entered the mainstream ANGLOPHONES 18+ FRANCOPHONES 18+ Home Internet Connection % Source: MTM 2005 * Broadband and dial-up do not equal total home Internet connections because some respondents refused or don’t know what type of Internet connection they have Total 75% Total 60%

But weekly time spent with the Internet still lags TV and radio: 

But weekly time spent with the Internet still lags TV and radio ANGLOPHONES FRANCOPHONES Weekly Per Capita Usage of Internet, Television and Radio Hours/Week Adults 18+ Source: MTM 2005 (Internet), NMR 2005-2006 and BBM 2005-2006 (TV), BBM S4 2006 (Radio)

Slide56: 

CBC.ca & Radio-Canada.ca’s PERFORMANCE Part 3b:

Traffic to CBC.ca and Radio-Canada.ca has more than doubled over the past five years: 

Domain Level Report Source: Media Metrix Canada – Total Canada Average Monthly Unique Visitors at Home (000) Total Canada 2+ At Home Francophones 2+ At Home Traffic to CBC.ca and Radio-Canada.ca has more than doubled over the past five years

CBC.ca among the leaders in News and Information: 

(English Canada) SOURCE: comScore Media Metrix CBC.ca among the leaders in News and Information

Radio-Canada.ca: Second most popular News and Information website among Francophones: 

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

Slide60: 

Part 4: WHAT THE PUBLIC SAYS

Our Measures of Value: 

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.”

In Fall of 2006, CBC/Radio-Canada received the support of 9 in 10 Canadians on all indicators: 

In terms of: Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES Among all Canadians 18+ % Source: QRS 2006 In Fall of 2006, CBC/Radio-Canada received the support of 9 in 10 Canadians on all indicators

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+ % Source: QRS 2006 And 9 in 10 Canadians are now tuning to one of our services on a monthly basis

According to a 2006 survey, CBC/Radio-Canada is a vital part of Canadian culture: 

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 CBC/Radio-Canada is an organization that delivers the highest quality services for the resources it has available You can trust CBC/Radio-Canada CBC/Radio-Canada brings Canadians together as a country CBC/Radio-Canada is in touch with ordinary people CBC/Radio-Canada is innovative, always looking for new programs and ideas to deliver services CBC/Radio-Canada pays attention to what the public thinks about its programs and services CBC/Radio-Canada ensures that the funds available to them are used to best reflect the needs and interests of Canadians Source: Public Support Survey, TNS, April 2006

With its mandate continuing to be important to Canadians: 

With its mandate continuing to be important to Canadians Mandate Importance Ratings Providing Television and Radio services which are available to people living in all parts of Canada Providing programs of interest to many different groups of people Providing in-depth News and Information from a Canadian perspective Serving the needs and interests of each region of the country Helping people from all parts of Canada understand each other better Offering high quality, distinctive Canadian programming Reflecting the multicultural nature of Canada Providing News and Information that people can trust Promoting our culture and identity Entertaining people Source: Public Support Survey, TNS, April 2006

And Canadians believe CBC/Radio-Canada is delivering on its mandate: 

And Canadians believe CBC/Radio-Canada is delivering on its mandate Corporate Performance Ratings Providing Television and Radio services which are available to people living in all parts of Canada Providing programs of interest to many different groups of people Providing in-depth News and Information from a Canadian perspective Serving the needs and interests of each region of the country Helping people from all parts of Canada understand each other better Offering high quality, distinctive Canadian programming Reflecting the multicultural nature of Canada Providing News and Information that people can trust Promoting our culture and identity Entertaining people 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: 

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 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 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. ** Data for fiscal year 2003 C$ per inhabitant CBC/Radio-Canada: Poorly funded compared to other public broadcasters around the world Average = 80