The Tragically Hip & Cbc Captured Canada

Home , Man Machine Poem, The Tragically Hip

THE TRAGICALLY HIP & CBC CAPTURED CANADA

August 20th 2016 www.consultimi.com A NATIONAL CELEBRATION On May 24, 2016 it was announced that Gord Downie, Canada’s unofficial poet laureate and lead singer of The Tragically Hip, had been diagnosed with an incurable brain tumor. In the face of this tragic news, the band announced that THE they would be going on tour, ostensibly for the last time.

Canadians quickly mobilized to participate in this EVENT bittersweet celebration of “Canada’s Favourite Band.” In response, the Tragically Hip and the CBC partnered to broadcast the band’s final show of the Man Machine Poem tour. On August 20, 2016 it aired worldwide - live, uncut and ad-free across all broadcast and digital channels.

www.consultimi.com OUR OBJECTIVES

OBJECTIVE 1 Identify the reach and impact of this event and its impact on the hearts and minds of Canadians.

STUDY DESIGN 2 Consumer research completed among a representative sample of 750+ Canadians 13+ years of age through an online survey on August 21-22, 2016.

IMI PRODUCT 3 Completed using IMI 24™ - a quantitative real time insight product available globally.

www.consultimi.com 3 VIEWERSHIP

11.7 Million Canadians Tuned In

About 1/3 Canada’s population tuned in on television, radio and online streaming at some point during the nearly three-hour broadcast of the last Tragically Hip concert Saturday night, according to CBC. Source: CBC

www.consultimi.com 4 A CANADIAN EVENT - PERSPECTIVE ON VIEWERSHIP

FIFA World Cup Final - July 13th, 2014 4,900,000

Blue Jays - ALCS Game 6 - Jays vs. KC - October 23, 2015 5,100,000

2015 Superbowl - February 1st, 2015 8,300,000

Tragically Hip - August 20th, 2016 11,700,000

Vanoc 2010 - Canada/USA - Gold Medal Hockey 26,500,000

www.consultimi.com SOURCE: NUMERIS 5 THE NIGHT OF THE CONCERT ACTIONS TAKEN BY CANADIANS

www.consultimi.com ACTIONS TAKEN BY CANADIANS – BY THE NUMBERS

15.6 M •Engaged in The 7.6 M Event •Talked with 4.9 M Friends about The Hip •Watched Out 3.4 M of Home with Friends/Bar/ •Recorded the Event 1.8 M concert •Watched videos/ performances on YouTube

www.consultimi.com Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age 7 Viewing Parties proved popular and brought Canada together

www.consultimi.com 8 THE CONCERT AND WHAT FOLLOWED ACTIONS TAKEN BY CANADIANS BY THE NUMBERS

www.consultimi.com ACTIONS TAKEN BY CANADIANS – BY THE NUMBERS

3,800,000 4,700,000 2,800,000 2,100,000

I have watched parts of I have shed I have streamed Hip Followed/ shared/ the concert again a tear music since the concert contributed through social

www.consultimi.com Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age 10 Twitter Content

General Hip

CBC: A National Celebration & Related Mentions

www.consultimi.com 11 THE IMPACT FROM CBC’S COMMERCIAL FREE BROADCAST

www.consultimi.com Twitter: Canadians’ Shared their thoughts on the show

TWITTER UNIQUE PARTICIPANTS GLOBAL CONVERSATION CANADIAN CONVERSATION 374,922 Contributors 12% TOTAL TWEETS 490,966 Tweets 83%

TWITTER DEMOS USA Canada 12% Other 1% 2% 13% 3% 55% 2% 45% 3% 58%

• More than 60% of Canadian Twitter conversation originated in The Hip’s home province of Ontario. • Fan were clearly following the events online – 57% of content was retweets.

www.consultimi.com 13 Canadian Celebrities at Home & Abroad Joined the Conversation

Many celebrities weighed in, often thanking the CBC directly for the opportunity to celebrate The Hip.

www.consultimi.com 14 CANADIAN’S AGREEMENT – AUGUST 21/22, 2016 – AFTER THE HIP BROADCAST

4,100,000 I feel more favourable toward the CBC now

5,800,000 I appreciate the CBC now more than ever

6,900,000 Agree - The CBC is a great broadcaster

7,100,000 I support my tax dollars funding the CBC

10,000,000 The CBC is an important part of Canada

19,300,000 (2/3rds of Canadians 13+) 1+ - Feel positive toward the CBC

www.consultimi.com Source: IMI 24™ August 21-22,2016 - N=750+ Canadians 13+ years of age 15 A National Celebration on social, facilitated by the CBC

Aug 19 – 23, 2016 490,696 The Hip mentions

89,481 298,566 Popular keywords CBC mentions reference the band, the tour, Canada, Gord, his illness, his charitable fund, and the CBC. #CBCTheHip 47,138 Mentions

140,560

59,556 25,881 22,613 16,218 9,471 4,012 2,530 770

19-Aug-16 20-Aug-16 21-Aug-16 22-Aug-16 23-Aug-16 www.consultimi.com 16 WHEN CANADIANS WERE ASKED IF “THIS WAS AN 9,100,000 IMPORTANT CANADIANS TIME FOR AGREED CANADA”