television: unbeatable with or without the wga disruption
TRANSCRIPT
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
Average Minute Audience (000)
Canadian Conventional 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
700 715
1273 1294
727 726
1299 1310
0
500
1,000
1,500
Fall 2006 Fall 2007
Average Minute Audience (000)
Canadian Analog Specialty 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
70
92
107
142
74
94
114
146
0
40
80
120
160
Fall 2006 Fall 2007
Average Minute Audience (000)
Canadian Digital Specialty 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
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
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
9.3 9.4
5.1 5.1
10.7 10.7
5.9 5.8
0
4
8
12
Fall 2006 Fall 2007
Average Weekly Hours Viewed(per capita)
Canadian Conventional 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
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
Average Weekly Hours Viewed(per capita)
Canadian Analog Specialty 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
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
Average Weekly Hours Viewed(per capita)
Canadian Digital Specialty 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
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?
Source: 2007 BBM Analytics omniVU survey
69.7
4.2 4.51.2
13.1
3.4
Television Radio Newspaper Magazines Internet Out of home
Most Effective Advertising% Adults 18-49
Q: Which ONE media source carries advertising that you believe to be the most effective?
Source: 2007 BBM Analytics omniVU survey
61.7
6.8 6.6 4.611.1
4.1
Television Radio Newspaper Magazines Internet Out of home
Most Persuasive Advertising% Adults 18-49
Q: Which ONE source media carries advertising that you believe to be the most persuasive?
Source: 2007 BBM Analytics omniVU survey
69.3
4.9 5.1 3.810.2
0.7
Television Radio Newspaper Magazines Internet Out of home
Most Engaging Advertising% Adults 18-49
Q: Which ONE media source carries advertising that you believe to be the most engaging?
Source: 2007 BBM Analytics omniVU survey
60.6
6.8 5.0 6.711.6
3.0
Television Radio Newspaper Magazines Internet Out of home
Most Influential Advertising% Adults 25-54
68.0
5.7 8.04.1
8.21.5
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 25-54
Q: Which ONE media source carries advertising that you believe to be the most powerful?
Source: 2007 BBM Analytics omniVU survey
70.4
4.4 5.01.2
11.4
3.5
Television Radio Newspaper Magazines Internet Out of home
Most Effective Advertising% Adults 25-54
Q: Which ONE media source carries advertising that you believe to be the most effective?
Source: 2007 BBM Analytics omniVU survey
61.2
7.1 8.83.9
10.5
3.2
Television Radio Newspaper Magazines Internet Out of home
Most Persuasive Advertising% Adults 25-54
Q: Which ONE source media carries advertising that you believe to be the most persuasive?
Source: 2007 BBM Analytics omniVU survey
68.0
5.9 6.6 4.27.7
1.1
Television Radio Newspaper Magazines Internet Out of home
Most Engaging Advertising% Adults 25-54
Q: Which ONE media source carries advertising that you believe to be the most engaging?
Source: 2007 BBM Analytics omniVU survey
63.0
6.4 5.2 5.811.7
2.9
Television Radio Newspaper Magazines Internet Out of home