television: unbeatable with or without the wga disruption

Television: Unbeatable with or without the WGA

disruption

Television Viewing Unaffected by Writers’

StrikeAnalysis:

comparison of average minute audience (AMA) and weekly viewing

hours based on THE industry currency (BBM/NMR meter data) for the

weeks of the writers’ strike vs. the same period last year for the key

marketing target groups of Adults 18-49 and 25-54

Key Results:

AMA levels and weekly hours are either consistent or slightly higher

than the year prior with the single exception of the Canadian Digital

Specialty sector where growth is 22%+ depending on the daypart and

target group

1609 1662

3590 3649

1725 1754

3841 3884

0

1,000

2,000

3,000

4,000

5,000

Fall 2006 Fall 2007

Average Minute Audience (000)

Total Canadian Commercial Television

Source: BBM Nielsen Media Research; National meter data Nov.05/07 – Jan.13’08 compared to Nov.06/06 – Jan.14/07

A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

839 855

2210 2212

924 935

2428 2429

0

1,000

2,000

3,000

Fall 2006 Fall 2007


Canadian Conventional Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

700 715

1273 1294

727 726

1299 1310

0

500

1,000

1,500

Fall 2006 Fall 2007


Canadian Analog Specialty Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

70

92

107

142

74

94

114

146

0

40

80

120

160

Fall 2006 Fall 2007


Canadian Digital Specialty Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

17.8 18.3

8.3 8.3

20.0 20.1

9.3 9.3

0

6

12

18

24

Fall 2006 Fall 2007

Average Weekly Hours Viewed(per capita)

Total Canadian Commercial Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

9.3 9.4

5.1 5.1

10.7 10.7

5.9 5.8

0

4

8

12

Fall 2006 Fall 2007


Canadian Conventional Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

7.7 7.9

2.9 3.0

8.4 8.3

3.1 3.1

0

3

5

8

10

Fall 2006 Fall 2007


Canadian Analog Specialty Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

0.8

1.0

0.20.3

0.9

1.1

0.3 0.3

0.00

0.25

0.50

0.75

1.00

1.25

Fall 2006 Fall 2007


Canadian Digital Specialty Television


A18-496A-6A

A18-496P-11P

A25-546A-6A

A25-546P-11P

Efficacy of Television Advertising

omniVU Survey:

Monthly telephone survey of a representative sample of 1000 adult

Canadians.

Questions specified on each slide

Key results:

Canadian consumers stated that television outperforms all other major

media by a margin of five to one or greater in terms of the advertising

effectiveness measures of “most influential”, “most powerful”, “most

persuasive”, and “most engaging”

Most Influential Advertising% Adults 18-49

69.5

4.5 6.6 4.09.7

1.4

Television Radio Newspaper Magazines Internet Out of home

Q: Which ONE media source carries advertising that you believe to be the most influential?

Source: 2007 BBM Analytics omniVU survey

Most Powerful Advertising% Adults 18-49

Q: Which ONE media source carries advertising that you believe to be the most powerful?


69.7

4.2 4.51.2

13.1

3.4


Most Effective Advertising% Adults 18-49

Q: Which ONE media source carries advertising that you believe to be the most effective?


61.7

6.8 6.6 4.611.1

4.1


Most Persuasive Advertising% Adults 18-49

Q: Which ONE source media carries advertising that you believe to be the most persuasive?


69.3

4.9 5.1 3.810.2

0.7


Most Engaging Advertising% Adults 18-49

Q: Which ONE media source carries advertising that you believe to be the most engaging?


60.6

6.8 5.0 6.711.6

3.0


Most Influential Advertising% Adults 25-54

68.0

5.7 8.04.1

8.21.5


Q: Which ONE media source carries advertising that you believe to be the most influential?


Most Powerful Advertising% Adults 25-54

Q: Which ONE media source carries advertising that you believe to be the most powerful?


70.4

4.4 5.01.2

11.4

3.5


Most Effective Advertising% Adults 25-54

Q: Which ONE media source carries advertising that you believe to be the most effective?


61.2

7.1 8.83.9

10.5

3.2


Most Persuasive Advertising% Adults 25-54

Q: Which ONE source media carries advertising that you believe to be the most persuasive?


68.0

5.9 6.6 4.27.7

1.1


Most Engaging Advertising% Adults 25-54

Q: Which ONE media source carries advertising that you believe to be the most engaging?


63.0

6.4 5.2 5.811.7

2.9


television: unbeatable with or without the wga disruption

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