PVR 2012
PVR ownership and use
Television Bureau of Canada
November 2012
1
What’s a PVR?
Personal Video Recorder
• Everyone who subscribes to a
digital cable or satellite
television service must have a
receiver to decode the digital
television signal they receive
before they can view it on their
television set
• PVR’s, or Personal Video
Recorders, are the
hardware/software which are
built into some digital television
receivers to record
programming
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PVR Penetration
Personal Video Recorder
• As the penetration of digital
television grows, particularly
HDTV, so does the penetration
of PVR’s (since they are built
into many Digital & HDTV
receivers)
• As of June 2012 PVR
penetration in Canada has
reached 39.4%
Digital TV Subscriber
80.1%
HDTV Set
HDTV Receiver
PVR
72.2%
35.4%
39.4%
Source: BBM Canada June 2012
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PVR Penetration
Personal Video Recorder
50
40
39.4
30
20
10
%
14.1
0
Source: BBM Canada June 2012
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PVR Penetration
Personal Video Recorder
• There is a higher incidence of
PVR ownership in the
households of Adults 35-49
(and their kids P2-17)
Index vs.. Population
P2-17
105 (19.0%)
18-34
107 (25.6%)
• Half of PVR’s can be found in
the households of A18-49
• While they are less likely to be
PVR owners, almost 1/3rd of
PVR’s can be found in the
households of A50+
35-49
50+
111 (24.4%)
86 (31.0%)
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year; Based on Universe figures
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PVR Use
Personal Video Recorder
•
PVR’s allow users to pause and
rewind live programming, and to
very easily record programs using
the electronic program guide
•
Once a program has been paused
and resumed (or time-delayed)
viewers are no longer watching
live television; the PVR may then
be used to fast forward through
the program until the viewer
catches up to the live timeline
•
Likewise, when viewing recorded
programming viewers may fast
forward through to the end of
the recording
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PVR Use
Personal Video Recorder
•
PVR use is recorded by BBM
Canada as Playback viewing, and
Playback is included in the
audience delivery for a program
•
Playback can mean viewing live
programming time-delayed by
pausing, or viewing recorded
programming up to seven days
after the original airing
•
Playback viewing allows users to
view the content when
convenient, and to fast forward
through the recorded content
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PVR Use
Personal Video Recorder
• While almost everyone in
Canada watches TV weekly,
PVR’s owners are slightly more
likely to watch TV than nonowners (they have recorded
programming they NEED to
watch!)
• TV’s weekly reach of PVR
owners indexes at 101 v. s. the
general P2+ population
Weekly Reach
P2+ Avg Weekly Reach
98.1%
PVR Avg Weekly Reach
99.3%
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
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PVR Use
Personal Video Recorder
• On a per capita basis only 5%
of weekly viewing is in
Playback
• PVR owners view 11.3% of
their television content in
Playback
• The majority of television
consumed in Canada is Live; a
mode of viewing in which
commercials cannot be
skipped
Viewing
P2+ Live
P2+ Playback
95.0%
5.0%
PVR Owner Live
PVR Owner Playback
88.7%
11.3%
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
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PVR Use
Share by Viewing Mode - Total Canada
Live
95.0%
95.5%
5.0%
95.4%
4.5%
95.4%
4.6%
94.9%
4.6%
95.1%
5.1%
Playback
93.8%
4.9%
93.8%
6.2%
93.7%
6.2%
93.7%
6.3%
95.8%
6.3%
96.0%
4.2%
96.4%
4.0%
96.8%
3.6%
3.2%
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
10
PVR Use
Share by Viewing Mode – PVR Households
Live
88.7%
90.8%
11.3%
89.8%
9.2%
90.5%
10.2%
88.3%
9.5%
89.7%
11.7%
87.2%
10.3%
Playback
87.3%
12.8%
87.1%
12.7%
87.3%
12.9%
89.4%
12.7%
89.7%
10.6%
90.0%
10.3%
91.2%
10.0%
8.8%
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2011/12 Broadcast Year
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PVR Use
Personal Video Recorder
•
•
While time spent in Playback is a
small portion of overall time
spent viewing, the ability to fast
forward in Playback allows users
to fast forward through all
recorded content including
commercials
Stop to Watch Commercials
18+
18-34
59.3%
18-49
54.3%
25-49
53.1%
25-54
54.2%
35-49
A survey conducted by BBM
Analytics for TVB indicates that
even in fast forward,
commercials break through
because people stop to watch
commercials of interest
51.3%
51.0%
35-54
50+
55+
60+
53.0%
46.6%
40.5%
43.6%
Source: BBM Analytics OmniVU September 2012
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PVR Use
Personal Video Recorder
• Even when users do not stop,
commercial messages still
break through
• A large majority of PVR users
indicate they are aware of the
advertisers in the commercials
they are fast forwarding
• This can be attributed to a
state of hyper attentiveness as
users are glued to the screen
to determine where in the
recording they wish to stop
Aware of Commercials in FF
18+
71.4%
18-34
70.4%
18-49
73.4%
25-49
74.2%
25-54
35-49
35-54
50+
72.2%
75.3%
72.3%
68.3%
55+
70.4%
60+
70.0%
Source: BBM Analytics OmniVU September 2012
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PVR Use
Summary
•
Commercials can only be skipped
during Playback
•
With just 5% of total viewing in
Playback, PVR’s are not having a
significant effect on the opportunity
to see commercials
•
In the 39% of households with a
PVR, only 11% of viewing is in
Playback
•
In PVR households, 51% of viewers
report that they stop skipping to
view commercials of interest, and
71% report that they are aware of
the advertisers in the commercials
they see during fast forward
Source: BBM Analytics OmniVU September 2012
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For more information please visit tvb.ca.
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