prepared by: benoit lévesque strategic development supervisor astral media plus, research &...
TRANSCRIPT
Prepared by: Benoit LévesqueStrategic Development SupervisorAstral Media Plus, Research & MarketingApril 12, 2010
Reaching Parents With Astral Media TVPlus *Reaching Parents With Astral Media TVPlus *
*Men or women (heads of households or stay-at-home men/women) with kids under 18 at home
Parents’ TV Viewing Habits
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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares (26 stations), broadcast year (September-August)
Specialty Networks: More and More Popular Among Parents
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Market Shares (%)Parents with kids under 18
Share of viewership is increasing year after
year for specialty Networks. In the past 5 years, it went from
34.2% to 46.1% among parents (a 35%
increase). Conversely, conventional networks
saw an 18% drop in their share of
viewership among this same target.
- 18%
+ 35%
Reaching Parents With Astral Media TVPlus
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Cartoons for every taste
#1 among Quebec teens
Ztélé: Tuned in to the curious-minded!
The ultimate reference for the modern Quebec woman!
Quebec’s documentary leader
Music TV that goes way beyond videos
The finest TV productions from here and abroad!
The only French-language all-history specialty channel
The ultimate music, entertainment and trend-setting reference for young adults
Animated classics from yesterday
Astral Media TVPlus: A Choice of 10 Stations
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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares September 1, 2008 – August 30, 2009
Market Shares (%)Parents with kids under 18
Astral Media TVPlus: The Leader Among Parents, and More Specifically Among Mothers
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With 29% of viewing hours among parents with kids under 18, the 10 Astral Media TVPlus stations are watched more than each of the
conventional networks.
Market Shares (%)Mothers with kids under 18
Share of viewership for the 10 Astral Media TVPlus stations is even stronger among mothers
with kids under 18.
Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009
Audience Composition (%) & IndexParents with kids under 18
Astral Media TVPlus: The Most Effective Network Among Parents…
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Nearly a quarter of Astral Media TVPlus viewers are parents with kids under 18.
Average Weekly Reach forAstral Media TVPlus
Parents with kids under 18
87.5%Each week, the 10 Astral Media TVPlus stations reach nearly 1.5
million parents with kids under 18.Index:120
Index:95
Index:86
Index:83
Index:88
Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009
Audience Composition (%) & IndexMothers with kids under 18
…And Even More Effective Among Mothers
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13.3% of Astral Media TVPlus viewers are mothers with kids under 18.
Average Weekly Reach forAstral Media TVPlus
Mothers with kids under 18
87.8%Each week, the 10 Astral Media TVPlus stations reach 727,000
mothers with kids under 18.Index:125
Index:90
Index:89
Index:85
Index:76
VRAK.TV & TÉLÉTOON: 2 Essential Stations to Reach Parents
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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009
VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Parents
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Top 10* - Audience Composition (%) & IndexParents with kids under 12
Index: 234
Index: 150
Top 10* - Audience Composition (%) & IndexParents with kids 12-17
Index: 188
Index: 108
*Among stations with an audience of at least 2,000 *Among stations with an audience of at least 1,000
Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009
VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Parents
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Share of Viewership for Our 10 Networks
Among the hours spent watching our 10 stations,
parents with kids under 12 focus
over 42% of their viewing
on VRAK.TV & TÉLÉTOON.
74.0%Each week, VRAK.TV & TÉLÉTOON
reach nearly 893,000 parents with kids under 12.
Average Weekly ReachVRAK.TV & TÉLÉTOON
Parents With Kids Under 12
Share of Viewership for Our 10 Networks
Among the hours spent watching our 10 stations,
parents with kids 12-17 focus
nearly 35% of their viewing
on VRAK.TV & TÉLÉTOON.
72.2%Each week, VRAK.TV & TÉLÉTOON
reach nearly 534,000 parents with kids 12-17.
Average Weekly ReachVRAK.TV & TÉLÉTOON
Parents With Kids 12-17
VRAK.TV & TÉLÉTOON: 2 Essential Networks to Reach Mothers
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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009
VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Mothers
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Top 10* - Audience Composition (%) & IndexMothers with kids under 12
Index: 236
Index: 171
Top 10* - Audience Composition (%) & IndexMothers with kids 12-17
Index: 210
Index: 112
*Among stations with an audience of at least 500*Among stations with an audience of at least 1,000
Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009 14
Share of Viewership for Our 10 Stations
Among the hours spent watching our 10 stations,
mothers with kids under 12
focus over 42% of their viewing on VRAK.TV &
TÉLÉTOON.
75.1%Each week, VRAK.TV & TÉLÉTOON
reach nearly 446,000 mothers with kids under 12.
Average Weekly ReachVRAK.TV & TÉLÉTOON
Mothers With Kids Under 12
Share of Viewership for Our 10 Stations
Among the hours spent watching our 10 stations,
mothers with kids 12-17 focus
over 35% of their viewing
on VRAK.TV & TÉLÉTOON.
73.8%Each week, VRAK.TV & TÉLÉTOON
reach nearly 282,000 mothers with kids 12-17.
Average Weekly ReachVRAK.TV & TÉLÉTOON
Mothers With Kids 12-17
VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Mothers
VRAK.TV & TÉLÉTOON: Sought-After Viewers
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Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009, audience composition (base 18+) & index (total TV = 100), stations with audience of over 1,000 16
VRAK.TV & TÉLÉTOON: Viewers With Strong Purchasing Power
Top 5 Stations – Audience Composition (%)Adults 18+ with household incomes above $60,000
Index: 143
Index: 133
A large proportion of the VRAK.TV &
TÉLÉTOON audience has a household
income above $60,000, allowing
advertisers to effectively reach
people with strong purchasing power.
Source: BBM Infosys, Fr. QC, 18+, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009 17
Audience CompositionQuintile 1 to 3*
Q1: Low TV Viewing (average 8.7 hours/week)
Q2: Low/Avg. TV Viewing (average 15.5 hours/week)
Q3: Average TV Viewing (average 24.1 hours/week)
Q4: Avg./High TV Viewing (average 34.9 hours/week)
Q5: High TV Viewing (average 57.6 hours/week)
VRAK.TV & TÉLÉTOON: Viewers Who Don’t Watch Much TV
Average-to-high TV viewers (Q1 to Q3)
generate nearly 60% of VRAK.TV’s viewership
and 48% of TÉLÉTOON’s
viewership, even though they generate only 28% of total TV viewership.These high proportions allow TV advertisers to maximize the reach of
their campaigns.
Performance Analysis
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Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010 19
62.6%600 GRPs on these 3 stations would allow you to reach
982,000 parents with kids
under 18, an average of 8.1 times.
Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 166,000 parents.
These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency.
Reach & FrequencyParents with kids under 18
VRAK.TV & TÉLÉTOON Will Maximize Your Campaign’s Impact Among Parents
600 GRPs (A25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON
Reach & FrequencyParents with kids under 18
600 GRPs (A25-54) / Canal Vie,Canal D & Ztélé
73.2%With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON,
you would reach 1,148,000 parents with kids under 18, an
average of 9 times.
Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010 20
65.6%600 GRPs on these 3 stations would allow you to reach
512,000 mothers with kids
under 18, an average of 8.5 times.
Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 72,000 mothers.
These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency.
Reach & FrequencyMothers with kids under 18
…And Among Mothers
600 GRPs (W25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON
Reach & FrequencyMothers with kids under 18
600 GRPs (W25-54) / Canal Vie,Canal D & Ztélé
74.8%With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON,
you would reach 584,000 mothers with kids under 18, an average of
9.2 times.
“Co-viewing”
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“Viewers who watch TV with another person are more engaged in the show and are
much more likely to watch it in its entirety vs. viewers who watch by themselves.”
Source: Cunningham et al, The Advertising Magnifier Effect: An MTV Study, Journal of Advertising Research, December 2006
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