TV BASICS What’S Inside
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TV BASICS what’s inside: TV ADVERTISING TV’s (very long list of) Key Strengths 4 Time Spent – total domination 5 Reach and Time Spent – a one-two punch 6 Attitudes About Advertising 7-9 The truth about Multi-tasking 10-11 TV STATISTICS Key Trends 14 The Numbers Don’t Lie: Viewing Stats 15 Subscription Trends 15 Top Shows 16 Seasonal Viewing Trends 18-19 Canada vs the US: a comparison 20 North American TV Market Ranking 20-24 Conventional Network Stats 25-29 Specialty Network Stats 30-34 Station Group Ownership & Sales Representation • Conventional 35-38 • Specialty 39-42 Additional Resources 43 TV ADVERTISING in Canada TV’s (very long list of) key strengths has the highest ROI of all media is unignorable, reaching 94% of Canadian Adults 18+ every week – the highest of any medium delivers an incredible 323 million impressions for the average campaign ads are the most trusted, influential and engaging reaches audiences when they’re most receptive to advertising engages emotionally, driving higher attention and connection is all about what’s happening right now: it’s the go-to source for news, sports and entertainment has a powerful multiplier effect on other media 4 TV’s (very long list of) key strengths is a powerful direct response vehicle for many products and services, and a proven tool for digital companies spend is directly correlated with business growth drives both short and long-term customer acquisitions is best-in-class for brand-building drives awareness and demand like no other media has irrefutable social currency, driving conversations both online and offline has lightning speed: there’s no faster way to deliver mass audiences to advertisers 5 dominates time spent ADULTS 18+ 24.6 21.9 Adults 18+ watch almost 25 hours of TV each week. That’s: • 21x more than Netflix • 4x more than YouTube • 13x more than Facebook 2.7 3.4 1.2 1.9 0.3 0.3 0.1 AVERAGE WEEKLY HOURS PER CAPITA TotalTotal TV TV Live TV TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter millennials watch almost 14 hours of /week ADULTS 18-34 13.5 The time millennials spend 11.7 watching TV is: • 6x more than Netflix • 2x more than YouTube • 7x more than Facebook 5.8 1.8 2.1 2.0 0.7 0.8 AVERAGE WEEKLY HOURS PER CAPITA 0.1 TotalTotal TV Live TV TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter Source: Total TV, Live TV, PVR: Numeris, PPM, Total Canada, All Locations, Mo-Su 2a-2a, Fall 2017 (Sep. 11 to Dec. 17, 2017) | YouTube.com: comScore Video Metrix, Multi-Platform, Canada, Sep. to Nov. 2017 | Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comScore Media Metrix Multi-Platform, Canada, Sep. to Nov. 2017 | Netflix: Numeris Diary, Total Canada , Fall 2017 | Note: Numeris population estimates used to calculate average weekly hours per capita for digital media 6 reach & time spent – a one-two punch TV has a higher daily reach and delivers more time spent than any other medium (A18+) ADULTS 18+ 100.0%94% Weekly Reach 50 90.0% 81% 83% Daily Reach 45 80.0% 75% 40 70.0% Avg Weekly Hours35 60.0% 30 24.6 50.0% 42% 25 18.6 40.0% 15.0 20 30.0% 22% 15 20.0% 10 10.0% 1.8 0.5 5 0.0% 0 TelevisionTV Internet Radio Daily Newsp Magazine ADULTS 18-34 100% 95% 50 88% 90% 45 80% 40 70% 67% 67% 35 60% 25.8 30 50% 25 40% 20 13.5 30% 10.8 24% 15 20% 13% 10 10% 0.4 0.2 5 0% 0 TelevisionTV Internet Radio Daily Newsp Magazine Source: Television: Numeris PPM, Total Canada, Total TV, Mo-Su 2a-2a, A18+, Fall 2017 (Sep. 11 to Dec. 17, 2017) | Internet(Daily Reach), Radio, Daily Newspaper, Magazine: Numeris RTS, Canada, Fall 2017 | Internet(Weekly Hours): comScore Media Metrix; Multi-Platform, Canada, Sep. to Nov., 2017 Note: Numeris population estimates used to calculate average weekly hours per capita. 7 ATTITUDES ABOUT ADVERTISING consumers pay most attention to and are least likely to watch mobile ads ADULTS 18+ 18% 15% 44% Q: Which types of video advertising are you most likely to watch? 27% Least likely to watch? 63% 25% TELEVISION COMPUTER MOST LEAST MOBILE ADULTS 18-34 30% 43% 30% 43% 19% 19% 28% 28% 48% 48% 29% 29% MOST LEAST Source: nlogic, omniVu, National, December 2016 (Don’t Know/Refuse not included) 8 ATTITUDES ABOUT ADVERTISING ads are the most engaging television Q: Which ONE of the 1 following media carries 10% 54% advertising that you believe 0 internet to be the most engaging? 2 The least engaging? 22% 18% 2 radio 1 17% 7% 2 7 out of home 26% 5% 6 1 newspaper 3 13% 5% -70% -50% LEAST-30% -10% 10% MOST 30% 50% 70% ads are the most influential television Q: Which ONE of the 1 11% 44% following media carries internet advertising that you believe 1 to be the most influential? 1 The least influential? 18% 20% 8 newspaper 1 15% 12% 5 out of home 2 28% 10% 8 radio 1 2 12% 7% -70% -50% -30% -10% 10% 30% 50% 70% LEAST MOST Source: nlogic, omniVu, National, Adults 18+, December 2016 9 ATTITUDES ABOUT ADVERTISING ads are the most trustworthy while online ads are the least trustworthy Q: Which ONE of the ADULTS 18+ following media carries television advertising that you believe to be the most 11% 36% trustworthy? The least newspaper trustworthy? 3% 19% internet 49% 10% radio 3% 9% out of home 8% 5% -70.0% -50.0% -30.0% LEAST -10.0% 10.0% MOST30.0% 50.0% 70.0% even millennials trust ads the most and internet ads the least ADULTS 18-34 television 13% 30% newspaper 1% 25% out of home 53% 12% radio 5% 11% internet 7% 8% -70.0% -50.0% -30.0% LEAST -10.0% 10.0% MOST30.0% 50.0% 70.0% Source: nlogic, omniVu, National, June 2017, 10 THE TRUTH ABOUT MULTI-TASKING • Half of Canadians say they never/almost never multi-task on their phones while watching TV. • 58% of millennials multi-task occasionally or less often*, while 27% never/almost never multi-task. • Canadians pay most attention to advertising when watching TV content on a TV set. * Occasional + Almost Never + Never half of Canadians rarely multi-task 49% of Canadians say they never/almost never multi- task on their phone while watching TV. Q. How often do you multi-task on your cell phone while watching TV? 49% A18+ 33% 16% 26% 17% 7% 38% A25-54 21% 17% 28% 24% 9% 55 0% 20% 40% 60% 80% 100% Never Almost Never Occasionally Almost Always Always Source: nlogic, thinktv omniVu survey March 2017 11 MULTI-TASKING millennials multi-task - but not as much as you think majority of millennials only multi- task occasionally, while 27% say that they never/almost never multi- task Q. How often do you multi-task on your cell phone while watching TV? A18-34 16% 11% 31% 29% 13% Never Almost Never M18- 14% 10% 34 42% 20% 15% Occasionally Almost Always F18-34 18% 12% 21% 39% 10% Always 0% 20% 40% 60% 80% 100% even with multi-tasking, ads still get the most attention Canadians pay most attention to advertising when watching television content on a TV set Q. When do you pay the most Watching TV on TV Set attention to advertising? Listening to Radio 50% 40% Using a social network (e.g. Facebook) Using a search engine 55 18% 14% Watching video online on 12% 13% 13% 10% a computer 6% 6% 3% 2% Watching video online on a mobile device A18+ A18-34 Source: nlogic, thinktv omniVu survey December 2016 12 TV STATISTICS key trends Television consumption in Canada • Canadians spend 25 hours a week with TV – more than any other medium. • With an average weekly reach of 94% (A18+), TV continues to reach more Canadians than any other medium. • Millennials watch plenty of TV: TV reaches 88% of A18-34 every week who spend a substantial 1.9 hrs/day watching linear TV - 14 hrs/wk. • Millions of Canadians tune in to their favourite TV programs and specials every week. • The top 10 network TV series deliver on average 2.0 million viewers (2+) for every episode • The top 10 TV sports programs generate an average audience of over 2.3 million viewers (2+) • The top 10 TV specials generate an average audience of over 3.0 million viewers (2+). • The average TV campaign* delivers an astounding 323 million impressions (*150 GRPs x 6 weeks) • TV advertising is rated the most trustworthy by all age groups. Internet advertising is the least trustworthy. • TV content is available on an increasing number of platforms, and yet 11 million households subscribe to linear TV. • TV advertising has become more impactful over the past 10 years, thanks in large part to TV’s halo effect on other media, in particular digital. (Peter Field: Effectiveness in an Evolving Media Landscape) 14 tv viewing statistics Average Weekly Average Weekly Average Daily Reach Demographic Hours Per Capita Reach % % Persons 2+ 22.8 79.6 92.8 Kids 2-11 15.1 71.7 88.2 Teens 12-17 11.9 69.9 89.3 A18+ 24.6 81.4 93.7 A18-24 12.9 67.2 88.4 A 18-34 13.5 67.5 87.8 A18-49 15.2 72.3 90 A25-54 17.4 75.9 91.5 A55+ 37.2 92.3 97.9 Source: Numeris, PPM, Total Canada, Total TV, M-Su 2a-2a, All Locations, Consolidated, Fall 2017 (Sep.