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 7% from 2010
and much like the rest of Canada, they • watch way more television than YouTube or Netflix • say TV ads are the most engaging, influential and attract the most attention • are more likely to watch video ads on TV (vs computer or mobile) • 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; 2010-2018 2 audiences
3 reaches 97% of Québec Franco every week
97% A18+
95% A18-34
95% Kids 2-11
Source: Numeris, PPM, Quebec Franco, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2018 (Weeks 3-16, Sept 10 – Dec 16, 2018) 4 dominates time spent
Francophones A18+ AVERAGE WEEKLY HOURS 30.2 26.0 Adults 18+ watch 30.2 hours of TV a week • 101x more than Netflix • 10x more than YouTube • 13x more than Facebook
4.2 3.0 2.4 0.3 0.3 0.2 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 10 – Dec 16, 2018 (Weeks 3-16) | Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comScore Media Metrix Multi-Platform, French Language Canadians, Sept – Nov 2018 | YouTube: comScore Media Metrix Multi-Platform, Quebec, Sept-Nov 2018 (Language data unavailable for YouTube.com as of July 2018) | Netflix: Numeris Diary, French Canada (Official Language – French), Mo-Su 6a-2a, Fall 2018. (Note: Numeris population 5 estimates used to calculate average weekly hours per capita for digital media) dominates time spent with young adults
Francophones 18-34 AVERAGE WEEKLY HOURS
17.4
13.3 Adults 18-34 watch 17.4 hours of TV a week • 25x more than Netflix • 4x more than YouTube • 6x more than Facebook
4.2 4.8 2.7 0.9 0.7 0.5 0.1
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 10 – Dec 16, 2018 (Weeks 3-16) | Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comScore Media Metrix Multi-Platform, French Language Canadians, Sept – Nov 2018 | YouTube: comScore Media Metrix Multi-Platform, Quebec, Sept-Nov 2018 (Language data unavailable for YouTube.com as of July 2018) | Netflix: Numeris Diary, French Canada (Official Language – French), Mo-Su 6a-2a, Fall 2018. (Note: Numeris population 6 estimates used to calculate average weekly hours per capita for digital media) francophone young adults watch more than 117 million hours of tv each month
a single spot in District 31 will reach 246,600 francophone A18-34
Source: Numeris, PPM, Quebec Franco, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2018 (Weeks 3-16, Sept 10 – Dec 16, 2018) 7 programming top 20 shows in Franco Québec
PROGRAM NETWORK 2+ AMA(000) District 31 SRC 1,520 Unité 9 SRC 1,442 Révolution TVA 1,293 L’Échappée TVA 1,205 L’Heure Bleue TVA 1,121 O' TVA 1,119 Tout le monde en parle SRC 1,076 Boomerang TVA 1,021 Les enfants de la télé SRC 906 La vraie nature TVA 890 Ruptures SRC 836 Le Jeu TVA 834 Discussions avec mes parents SRC 826 La Poule aux oeufs d’or TVA 810 Facture, La SRC 797 En direct de l'univers SRC 784 Le Tricheur TVA 780 LOL:-) TVA 774 Ça finit bien la semaine TVA 757 Vlog TVA 745
Source: Numeris, PPM, Quebec Franco, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2018 (Weeks 3-16, Sept 10-Dec 16, 2018). Minimum 3 airings. 9 top programs - specialty in Franco Québec
PROGRAM NETWORK 2+ AMA(000) NCIS Series+ 260.1 Bull Series+ 215.4 NCIS: Nouvelle-Orléans Series+ 189.6 Blue Moon addikTV 174.4 La famille Groulx Canal Vie 174.1 Détectives privés Series+ 165.5 Le résident Series+ 162.9 La malédiction d'Oak Island Historia 162.8 Instinct Series+ 161.7 NCIS: Los Angeles Series+ 161.2 TVA Nouvelles (17h) LCN 156.0 Chicago Fire: Barracks 51 addikTV 153.5 Madame la Secrétaire d'État Series+ 151.5 Hitler déclassifié Historia 149.2 L'Unité des naissances Canal Vie 148.8 La Joute LCN 141.9 Blue Bloods Series+ 140.8 Mères à boutte Canal Vie 135.1 CinéMAX MAX 131.7 Jérémie VRAK 129.9
10 Source: Numeris, PPM, Quebec Franco, non-conventional/non-sports channels, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2018 (Weeks 3-16, Sept 10-Dec 16, 2018). Minimum 3 airings. 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 16.2 11.3 5.1 REST OF CANADA 6.6 4.5 1.9
Source: Numeris, PPM, Quebec Franco, Rest of Canada, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2018 (Weeks 3-16, Sept 10-Dec 16, 2018). 11 Montrealers are passionate about hockey Canadiens deliver higher ratings in Montreal than the Leafs do in Toronto
Home Market Hockey Ratings (%) Canadiens Games in Montreal EM Leafs Games in Toronto EM
8.7 8.0 7.2
5.8 5.0 5.2 4.4
3.1
A2+ A18+ A25-54 A18-34
Source: Numeris PPM, Regular season games Fall 2018 (weeks 3-16) Montréal Franco EM, RDS+/TVA Sports+ / Toronto-Hamilton EM Sportsnet / TSN / CBC 12 and attention, influence, engagement francophones pay the most attention to ads on
Q: When do you pay the most attention to advertising? While…
55.4%
13.6% 11.2% 7.0% 5.6% 4.8%
Watching TV on Listening to Radio Using Social Using Search Watching Online Watching Online TV Set Network Engine Video on Mobile Video on Computer
Source: thinktv, nlogic omniVu, March 2018, Quebec - Francophone 14 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 15 francophones say ads on are the most influential and engaging
Q: Which one of the following media carries advertising that you believe to be the …?
47.3% 48.7%
33.7% 27.7%
7.2% 6.6% 5.2% 7.0% 3.4% 3.0% 0.5% 0.3%
MOST INFLUENTIAL MOST ENGAGING TV Internet Newspaper Radio Magazine OOH
Source: thinktv, nlogic omniVu, March 2018, Quebec - Francophone 16 francophones are more likely to watch video ads on and are least likely to watch ads on a computer
Q: Which one of the following types of video advertising are you most likely to watch? Least likely to watch?
MOST 51.3% 17.5% 26.3%
LEAST 22.6% 36.3% 34.1%
TELEVISION COMPUTER MOBILE
Source: thinktv, nlogic omniVu, March 2018, Quebec - Francophone 17 francophones like ads the most and are more likely to talk about them with others
Q. In which of the following media are you most likely to find advertising that ...?
% 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
Source: thinktv IPSOS AdNation – and the next highest media shown 18 and find ads are most likely to …
Q. In which of the following media are you most likely to find advertising that ...?
% of Québec Public
TV TV 52% 49%
TV
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
Source: thinktv IPSOS AdNation – TV and the next highest media shown 19 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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