Spotlight on Québec the Québec Franco Market

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spotlight on Québec the Québec Franco market

French-speaking Canadians have a strong connection with TV • they watch more television than the average Canadian • they are passionate about home-grown content and their local teams • paid TV subscriptions in Quebec are up from 2010*

and much like the rest of Canada, they • watch way more television than YouTube or Netflix • pay the most attention to TV ads • feel that television advertising is the most likely to ‘stick in your memory’ and ‘make brands famous’

Source: Mediastats BDU Profile; Subscribers to: Cable, Direct-To-Home Satellite (DTH), Local Multi-Point Distribution System (LMDS), Master Antenna TV (MATV), Multi-Point Distribution System (MMDS), Small Master Antenna TV (SMATV), TELCO. June of each year; up 6% June 2010 to June 2017 2 audiences

3 reaches 96% of Québec Franco every week

96% A18+

93% A18-34

93% Kids 2-11

Source: Numeris, PPM, Quebec Franco, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2017 (Weeks 3-16, Sept 11-Dec 17, 2017) 4 dominates time spent

Francophones 18+ AVERAGE WEEKLY HOURS 30.7 Adults 18+ watch 30.7 27.1 hours of TV a week • 8x more than YouTube • 12x more than Facebook

3.8 3.7 2.5 0.2 0.3 0.3 0.0

Total TV Live TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter

Source: Linear TV, Live TV, PVR: Numeris, PPM, Quebec Franco, Consolidated, All Locations, Mo-Su 2a-2a, Sept 11, 2017 to Dec 17, 2017 (Weeks 3-16) | Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comScore Media Metrix Multi-Platform, French Language Canadians, Sept – Nov 2017 | YouTube: comScore Media Metrix Multi-Platform, French Language Canadians, Sept – Nov 2017, (MMX x1.2, as VMX unavailable regionally) | Netflix: Numeris Diary, French Canada (Official Language – French), Fall 2017. (Note: Numeris population estimates used to calculate average weekly hours per capita for digital media) 5 dominates time spent with millennials

Francophones 18-34 AVERAGE WEEKLY HOURS 16.4 Adults 18-34 watch 16.4

13.3 hours of TV a week • 33x more than Netflix • 2x more than YouTube • 4x more than Facebook 7.3

3.1 3.7 0.9 0.9 0.5 0.1

Total TV Live TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter

a single spot in Unité 9 will reach 200,900 francophone A18-34

Source: Numeris PPM, Quebec Franco, Total TV, | Fall 2017 (Wks 3-16) 7 programming

8 two of Canada’s top ten shows are Québécois productions

PROGRAM NETWORK P2+ (000)

The Big Bang Theory CTV 2,850 Young Sheldon CTV 2,834 The Good Doctor CTV 2,757 Survivor Global 2,132 La Voix Junior TVA 1,916 Bull Global 1,893 NCIS Global 1,879 Grey’s Anatomy CTV 1,856 Unité 9 SRC 1,617 Grey’s Anatomy CTV 1,568

Source: Numeris PPM, Total Canada | Fall 2017 (Wks 3-16), Min. 3 Airings 9 top 20 shows in Franco Québec

PROGRAM NETWORK 2+ AMA(000) La Voix Junior TVA 1889 Unité 9 SRC 1569 District 31 SRC 1329 L'échappée TVA 1275 Tout le monde en parle SRC 1152 Boomerang TVA 1142 La Vraie Nature TVA 1052 O' TVA 1042 L'heure Bleue TVA 1022 Conversation Secrète TVA 988 La Poule Aux Oeufs D'or TVA 951 Olivier SRC 949 Mémoires vives SRC 946 Lâchés Lousses TVA 929 L'imposteur - La Suite TVA 913 VLOG TVA 911 Les enfants de la télé SRC 906 Au Secours De Béatrice TVA 895 En direct de l'univers SRC 819 Ça Finit Bien La Semaine TVA 812

Source: Numeris PPM, Quebec Franco | Fall 2017 (Wks 3-16), Min. 3 Airings 10 Québécois are passionate about home-grown content

The most-watched programs in Québec drive higher ratings than their English counterparts in the rest of Canada

Adults 25-54 Rating% TOP 3 DRAMAS TOP 3 REALITY TOP 3 NEWS QUÉBEC FRANCO 14.9 12.4 4.6 REST OF CANADA 6.6 4.3 1.8

Source: Numeris, Quebec Franco & RoC, Mo-Su 2a-2a, Fall 2017 (Wks 3-16) 11 a love for the game Canadiens deliver higher ratings in Montreal than the Leafs in Toronto

Home Market Hockey Ratings (%) Canadiens Games in Montreal EM Leafs Games in Toronto EM 8.2 7.6

6.3

5.1 4.3 4.4 4.4 3.3

P2+ A18+ A25-54 A18-34

Source: Numeris PPM, Montréal Franco EM / Toronto-Hamilton EM | Games from Sept 11-Dec17, 2017 | Canadiens: RDS / TVA Sports, Leafs: Sportsnet Ont. / TSN 12 and attention

13 captures my attention because …

77 Better Picture 80

76 Better Sound 76 FRANCOPHONES 18+

68 FRANCOPHONES 18-34 Bigger Screen 80

83 More Engaging 80

67 More Social 68

Q: Which of the following are the best things about watching your favourite TV show(s) on a television set?

Source: nlogic omniVu, September 2017, francophones 14 francophones pay the most attention to ads on and are least likely to watch mobile ads

Francophones 18+

MOST 53% 16% 27%

TELEVISION COMPUTER MOBILE

LEAST 22% 29% 43%

Q: Which types of video advertising are you most likely to watch? Least likely to watch?

Source: nlogic omniVu, September 2017, francophones 15 francophones like ads the most and are more likely to talk about them with others

% of Québec Public TV 58% TV TV 47% 42% TV 35%

SOCIAL SOCIAL SOCIAL

14% 14% 10% 10%

You like Makes you laugh Makes you feel emotional You talk about with other people, either face to face or over the phone Q. In which of the following media are you most likely to find advertising that ...?

Source: thinktv IPSOS AdNation – and the next highest media shown 16 and find ads are most likely to …

% of Québec Public

TV TV 52% 49%

33% SOCIAL SOCIAL

SOCIAL 18%

8% 9%

Make brands, products or services more Stick in your memory Draw your attention to a product, brand or service recognizable / famous you had not heard of before

Q. In which of the following media are you most likely to find advertising that ...?

Source: thinktv IPSOS AdNation – TV and the next highest media shown 17 enfin

Québécois are passionate about TV: They watch 30 hours a week, are committed to home grown content, pay the most attention to ads on tv, and agree that television advertising is most likely to “stick in your memory”. For the best advertising results, be sure to take advantage of this attentive audience by putting TV at the centre of your campaign.

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