Overview of
CBC/Radio-Canada’s
Audience Performance
Prepared By CBC/Radio-Canada Research & Strategic Analysis
March 2007
Table of Content
Part 1: TELEVISION
Part 1a: OVERALL TRENDS
Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION’S PERFORMANCE WITHIN IT
Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA’S
PERFORMANCE WITHIN IT
Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD
3
4
7
19
Part 2: RADIO
Part 2a: OVERALL TRENDS
Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE
Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE
Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD
33
34
39
43
47
Part 3: INTERNET
Part 3a: OVERALL TRENDS
Part 3b: CBC.ca & Radio-Canada.ca‘s PERFORMANCE
52
53
56
Part 4:
60
WHAT THE PUBLIC SAYS
28
2
Part 1: TELEVISION
Part
1a:
OVERALL TRENDS
Weekly TV usage has increased in recent years
Weekly Per Capita Hours Of Viewing To Television
All Persons 2+, 1985-1986 to 2005-2006
25.4 25.4
24.4
23.7
25
21.7
21.9 22.0 22.0
21.0 20.9 21.2 21.5 21.4 20.9
19851986
19861987
22.6
22.6 22.6
22.0 22.3 22.0
19951996
19961997
25.0
Per Capita Hours
20
15
10
5
0
19871988
19881989
19891990
19901991
19911992
19921993
SOURCE: BBM, Nielsen Media Research, Statistics Canada
19931994
19941995
19971998
19981999
19992000
20002001
20012002
20022003
20032004
20042005
20052006
5
Trends in TV usage by age groups have remained
consistent over time
Weekly Per Capita Hours of Viewing for Selected Demographic Groups
1995-1996 to 2005-2006 (September-August)
34.4
34.7
33.1
35.3
33.5
32.6
33.1
32.3
33.3
26.3
26.1
24.3
22.1
22.3
21.5
19.7
19.8
19.5
16.4
16
14.8
1995-1996
13.6
1996-1997
1997-1998
Children 2-11
SOURCE: Nielsen Media Research
19.9
18.9
16.5
14.5
22.7
21.9
14.7
14.8
14.6
14
1998-1999
1999-2000
Teens 12-17
34.9
35.8
25.3
26.6
22.9
20.8
22
21.5
19.9
19.3
16.4
15.4
15.2
2000-2001
14.9
2001-2002
Adults 18-34
16.7
16.4
2002-2003
19.6
16.4
15.6
2003-2004
Adults 35-54
15.7
15.2
2004-2005
16.3
15.5
2005-2006
Adults 55+
6
Part
1b:
THE ENGLISH-LANGUAGE
TV MARKET AND
CBC TELEVISION’S
PERFORMANCE WITHIN IT
Over-the-air viewing has dropped dramatically
Distribution Of Viewing to English TV by Viewing Environment
Monday-Sunday, 24 Hours
%
24.0
Digital Cable
23.7
DTH (Satellite)
46.8
Analogue Cable
47.7%
Cable
+ DTH
Off-Air
86.3
13.7
5.5
2000-2001
Off-Air
2005-2006
September to August
Source: Nielsen Media Research
8
Anglophones in digital cable homes spend the most
time in front of their TV set
Weekly Per Capita Hours of Viewing to Television by Environment
ANGLOPHONES
September 2005 to August 2006
29.5
24.7
25.5
24.7
13.0
Total
SOURCE: Nielsen Media Research
OTA
Analogue
Digital Cable
DTH
9
And they enjoy a multitude of programming choices
A LOOK AT FRAGMENTATION
Share of Viewing to English TV
All Day (24 Hours)
%
PBS Other
FOX US
CBS
PayPerView
CBC Television
CBC New sw orld
NBC
ABC
Pay TV
Bell Globemedia
Other Foreign
Speedvision
Golf
CNBC
TLC
WTBS
Spike TV
CHUM
A&E
CNN (incl. Headline)
Other CDN
Food Net
Cable Pulse 24
Sports Net
MuchMoreMusic
Treehouse TV
Teletoon
Space
Global/
Canw est
Digital Channels
Other CDN English
Educational
Prime TV
Outdoor
History
September 2005 to August 2006 HGTV
SOURCE: Nielsen Media Research
Score TV
Family
CTV
New snet
Comedy
CMT
Vision
Weather Net
TSN
YTV MuchMusic
Bravo!
Show case
Discovery
W Net
Life Net
10
But these choices don’t emanate from diverse
ownership
Share of Viewing to English CANADIAN CONVENTIONAL TV
Before and After Recently Announced Acquisitions*
All Day, 24 Hours
%
Others
10.6%
Others
10.6%
CBC
13.3%
CanWest Global
28.7%
CBC
13.3%
CanWest Global
28.7%
CTVglobemedia
33.9%
CTVglobemedia
47.4%
CHUM
13.5%
Based on all persons 2+, August 28, 2006 to December 31, 2007
* CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis
SOURCE: BBM Nielsen Media Research
11
Increased viewing to Specialty/Pay has impacted
most Canadian and US conventional networks
Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.)
%
7.4
8.9
6.7
7.9
CBC*
13.0
13.5
14.9
14.5
CTV
8.7
8.5
8.1
Global
13.0
12.9
13.0
12.5
Other Canadian
Conventional
40.2
43.6
42.8
43.7
44.6
Specialty/Pay
15.3
14.0
13.2
13.2
12.4
US
Conventional
2001-2002
2002-2003
2003-2004
2004-2005
2005-2006
CBC*
10.0
CTV
11.7
Global
9.7
Other Canadian
Conventional
13.0
Specialty/Pay
US
Conventional
9.0
* Excluding Affiliates in own time
'September to August'
SOURCE: Nielsen Media Research
12
Top US programming is more popular than ever
before
Top 10 Series on English TV
2005-2006 TV Season
RANK
1
2
3
4
5
6
7
8
9
10
NETWORK
CTV
Global
CTV
CTV
Global
CTV
CTV
CTV
CTV
CTV
PROGRAM
C.S.I.
Survivor: Guatemala
American Idol 5 - Performance
American Idol 5 – Results
Survivor: Panama
C.S.I. Miami
Desperate Housewives
Amazing Race
E.R.
Lost
AVERAGE
AMA (000)
3,093
3,084
2,849
2,680
2,540
2,453
2,415
2,172
2,147
2,071
2,550
Note: Prime time shows only, August 29, 2005 to April 2, 2006.
Excludes CTV’s Canadian Idol which ended in mid September.
SOURCE: Nielsen Media Research
13
CBC Television remains the home of Canadian
content
English Conventional TV & Canadian Programming
Prime Time
%
Broadcast Hours
Foreign
17
21
71
Canadian
72
85
89
Foreign
15
11
Canadian
83
79
29
‘September 2005 to August 2006’
Source: Nielsen Media Research
Viewing Hours
28
14
And the only network with the shelf space to air
Canadian Drama/Comedy series
Top 20 Canadian Drama/Comedy Series
RANK
NETWORK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
CTV
CBC
CTV
CBC
CBC
CTV
CBC
CBC
CBC
CBC
CBC
CBC
CBC
CBC
CBC
CBC
CBC
CBC
Global
Global
PROGRAM
Corner Gas (Monday, 8 p.m.)
The Rick Mercer Report (Tuesday, 8 p.m.)
Degrassi: The Next Generation (Monday, 8:30 p.m.)
Royal Canadian Air Farce (Friday, 8 p.m.)
This Hour Has 22 Minutes (Friday, 8:30 p.m.)
Jeff Ltd, (Wednesday, 9:30 p.m.)
Just for Laughs (Friday, 9 p.m.)
Winnipeg Comedy Fest (Friday, 9 p.m.)
Just for Laughs Gala (Friday, 9 p.m.)
The Rick Mercer Report – R (Wednesday, 7 p.m.)
Hatching, Matching and Dispatching (Friday, 9 p.m.)
Royal Canadian Air Farce – R (Monday, 7 p.m.)
Da Vinci’s City Hall (Tuesday, 9 p.m.)
Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.)
Red Green Show (Friday, 7 p.m.)
This Hour Has 22 Minutes – R (Tuesday, 7 p.m.)
This Is Wonderland (Wednesday, 8 p.m.)
At The Hotel (Tuesday, 9 p.m.)
Zoe Busiek: Wild Card (Saturday, 8 p.m.)
Blue Murder (Saturday, 9 p.m.)
Note: Prime time shows only, August 29, 2005 to April 2, 2006.
- R - = Repeat
SOURCE: Nielsen Media Research
AMA (000)
1 401
727
710
696
670
653
624
499
462
449
431
416
395
386
383
376
358
352
295
285
15
CBC Television’s reliance on over-the-air viewing has
declined significantly in the past five years
Distribution of Viewing to CBC Television by Viewing Environment
Monday-Sunday, 24 Hours
%
Cable
+ DTH
Off-Air
63.6
Digital Cable
24.4
DTH
42.3
Analogue Cable
16.3
Off-Air
36.4
2000-2001
Source: Nielsen Media Research
17.0
September to August
2005-2006
16
CBC Television’s schedule balance
Programming Output by Genre
UK vs CBC Television
8
23
Factual
Fiction
47
21
Entertainment
News
17
Sports
8
Education
16
13
Arts
9
15
Other
7
3
4
UK
Source: Ofcom International Market Review, 2005-2006 NMR (CBC O&Os)
1
6
1
CBC Television
17
CBC Newsworld: Number one in Canadian News
and Information
Share (%) of English-language TV Viewing
24 Hours
2.7
2.3
1.8
1.8
1.6
1.1
1.1
1.1
1.1
1.0
0.7
0.6
0.5
0.5
0.4
2001-2002
2002-2003
2003-2004
2004-2005
2005-2006
For the Months of September to August
SOURCE: Nielsen Media Research
18
Part
1c:
THE FRANCOPHONE TV
MARKET AND TÉLÉVISION
DE RADIO-CANADA’S
PERFORMANCE WITHIN IT
Francophone digital universe has grown by almost
one-quarter in just two years
Distribution of Viewing Among Francophones by Viewing Environment
Monday - Sunday, 24 Hours
%
33.5
50.4
16.0
2003-2004
Source: BBM (Quebec Only)
Digital
(Cable and DTH)
41.1
Analogue Cable
44.9
Off-Air
14.0
September to August
2005-2006
20
Francophones in analogue homes continue to watch
more TV each week
Weekly Per Capita Hours of Viewing to Television by Environment
FRANCOPHONES in QUÉBEC
September 2005 to August 2006
31.8
29.2
28.9
23.6
Total
SOURCE: BBM
OTA
Analogue
Digital (Cable and DTH)
21
Télévision de Radio-Canada maintains a healthy
position in a highly fragmented market
A LOOK AT FRAGMENTATION
Share of Francophone TV Viewing in Quebec
Other foreign specialties
TNN
TLC
A&E
CNN/Headline
Other Cdn
Specialties
Space
Sports Net
Teletoon Eng.
Muchmusic
CMT
Discovery
YTV
TSN
Autres conv. anglo.
Global
CTV
CBC
Autres câbles fr.*
Mystère
Canal Z
Évasion
Historia
Séries +
Météomédia
Musimax
MusiquePlus
RIS
Autres
PBS
FOX
CBS
ABC
All Day (24 Hours)
%
Radio-Canada
RDI
TVA
RDS
Télétoon
Vrak TV
TVP Franco
*Includes TFO and other Cable French Stations
September 2005 to August 2006
SOURCE: BBM
Canal Vie
Canal D
TV5 LCN
ARTV TQ
TQS
22
Three main conventional networks account for more
than half of all Francophone viewing
Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.)
%
Radio- Canada
20.7
TVA 29.7
TQS
15.3
17.6
16.0
29.5
29.2
14.3
14.5
28.9
2.8
2.7
2.7
Specialty/Cable
19.9
24.7
27.4
10.8
0.9
10.3
9.6
Other
2001-2002
0.9
2002-2003
2003-2004
‘September to August’
SOURCE: BBM (PMT 2001-2002 TO 2003-2004, PPM 2004-2005 TO 2005-2006)
26.2
7.9
0.6
PMT
12.1
3.2
Télé-Québec
English Stations
21.1
0.6
2004-2005
19.7
Radio- Canada
27.6
TVA
12.2
TQS
2.5
Télé-Québec
30.2
Specialty/Cable
7.4
English Stations
Other
0.4
2005-2006
PPM
23
Télévision de Radio-Canada’s reliance on over-the-air
viewers has declined
Distribution of Télévision de Radio-Canada Viewing by Environment
Monday - Sunday, 24 Hours
%
28.0
Digital
(Cable and DTH)
46.4
Analogue Cable
25.6
2003-2004
Off-Air
September to August
Source: BBM Quebec Francophones
33.5
45.5
21.1
2005-2006
24
More Canadian programming than other
conventional networks
French-languages TV Stations and Canadian Programming
Prime Time
%
Hours of Viewing
Broadcast Hours
Foreign
14
14
28
35
55
Canadian
86
Foreign
86
72
65
45
‘September 2005 to August 2006’
SOURCE: BBM
54
46
Canadian
25
Télévision de Radio-Canada’s schedule balance
Programming Output by Genre
France vs Télévision de Radio-Canada
6
21
Factual
26
Fiction
Entertainment
33
News
28
Sports
16
Education
14
4
0
20
3
France
Source: Ofcom International Market Review, 2005-2006 BBM (Radio-Canada)
Arts
18
Other
4
1
6
1
Radio-Canada
26
RDI is still number one in News, but LCN is
narrowing the gap
Share (%) of Francophone TV Viewing in Quebec
Within Analogue/Digital Homes
24 Hours
3.2
3.1
2.9
2.2
1.8
1.4
2003-2004
2004-2005
2005-2006
September to the end of August
Source: BBM
27
Part
1d:
EMERGING
TECHNOLOGIES IN
THE VIDEO WORLD
New Ways of Accessing Video Content
 Technological advancements over the past ten years have given
rise to a variety of new platforms for consumers to receive and
view video programming, including video-on-demand (VOD),
personal video recorders (PVRs), Internet streaming and Internet
downloading.
 These new platforms and technologies have affected the video
opportunities available to Canadians in three key ways.
 First, they significantly expanded where consumers can receive
and watch video programming. Second, all of these new
platforms, with the exception of some forms of Internet
streaming, can be characterized as on-demand services which
free viewers from the rigidity of program schedules. Third, some
new platforms provide video in a significantly different format
from traditional television.
29
More video programming available over more
distribution platforms
Illustration of Multi-platform Growth – Video
1995
TV Distribution
•Over-the-air TV
•Analogue Cable
Personalization
•VCR
•Specialty TV
•Pay TV
2005
TV Distribution
•Over-the-air TV
•Analogue Cable
•Digital Cable
•DTH Satellite
•Wireless Cable (MDS)
•IPTV
•Internet
Personalization
•VCR
•Specialty TV
•Pay TV
•DVD Player
•PPV
•PVR
•VOD
•Video Downloads
•Video Streaming
Portable
•DVD Player
•Digital Video Player
•Mobile Phone
•Laptop Computer
30
While ownership and usage of some of the new video
devices is low…
Trends in the Penetration and Usage of Video Technologies
Among Canadian Adults
Penetration and Use of Devices and Services, 2005
Canadian Total Anglos 18+
Video
TV Viewer
HDTV sets
HDTV receivers
Francos 18+
Trend
96%
14%
5%
96%
15%
6%
97% Past month user
9%
2%
Universal
Growing
Growing
Cable TV
Analog
Digital
Total
40%
20%
62%
41%
21%
64%
38%
17%
57%
Declining
Growing
Stable
DTH
Telco TV(1)
Wireless
23%
<1%
<1%
23%
<1%
<1%
24%
<1%
<1%
Stable
Emerging
Emerging
Digital TV - Total
44%
44%
42%
Growing
Over-the-air
12%
10%
17%
Declining
VCR
DVD Player
82%
79%
82%
80%
81%
75%
Declining
Growing
Personal TV
VOD viewer
PVR
Mobile TV Subscriber
5%
4%
<1%
5%
4%
<1%
4% past month
2%
<1%
Emerging
Emerging
Emerging
Video Downloading
Video Streaming
10%
16%
11%
17%
7% past month
14% past month
Growing
Growing
Source: CBC/Radio-Canada's MTM, 2005
(1) TV service provided by telephone companies
31
… acceptance of these new ‘on-demand’ tools is
higher among certain segments of the population
Penetration and Usage of New Video Technologies
Among Anglophone and Francophone Age Groups
New ways of accessing video content
18-34
Anglophones 18+
35-49
50-64
65+
18-34
Francophones 18+
35-49
50-64
65+
Past month VOD usage
6%
7%
3%
2%
7%
5%
3%
1%
PVR penetration
5%
5%
3%
1%
2%
3%
2%
1%
Past month video streaming
26%
19%
13%
5%
26%
15%
8%
3%
Past month video downloading
22%
11%
5%
2%
16%
5%
3%
0%
Source: CBC/Radio-Canada's MTM, 2005
32
Part 2: RADIO
Part
2a:
OVERALL TRENDS
Listening to conventional radio has decreased over
the past decade
Weekly Per Capita Hours Of Listening To Radio
All Persons 12+, 1986 to 2006
25
21.6 21.5 21.1 21.6 21.2
21.0
21.0 21.3 20.9 21.4
Per Capita Hours
20
20.2 19.9 20.4 20.5 20.3 20.1 20.2
19.5 19.6 19.1
18.6
15
10
5
0
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
SOURCE: BBM (Fall Sweeps)
35
This is true among all age groups, but especially
teens
Weekly Per Capita Hours of Listening for Selected Demographic
Groups
1996 to 2006
22.1
21.7
21.1
22.8
21.6
21.4
21.4
20.8
21
17.5
22.4
21.6
21.3
20.6
17.3
21.8
17.3
11
22.8
22.3
21.3
21.6
21.7
20.5
18.1
18
10.7
10.6
22.6
20.1
17.3
16.7
10.5
11.3
22
19.3
16.4
22.1
21.5
Fall 1997
Fall 1998
Teens 12-17
SOURCE: BBM (Fall Sweeps)
Fall 1999
Adults 18-24
Fall 2001
21
20.6
18.2
15.7
15.3
18.3
14.2
9.4
10.1
Fall 2000
21.2
19.3
8.5
8.6
Fall 1996
21.7
Fall 2002
Adults 25-34
Fall 2003
Fall 2004
Adults 35-49
8.7
Fall 2005
7.6
Fall 2006
Adults 50+
36
Almost 8 out of 10 hours spent listening to radio is
through the FM band
AM/FM Share (%) of Tuning
Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+
Fall/S4 Surveys
FM
AM
64
36
65
35
69
31
70
30
1
1996
SOURCE: BBM
1997
1998
1999
72
72
74
74
75
76
78
FM
28
28
26
26
25
24
22
AM
2000
2001
2002
2003
2004
2005
2006
37
Out-of-home listening is still growing
Location Share (%)
Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+
Fall/S4 Surveys
Home
55
54
53
53
52
51
50
49
49
48
47
Home
23
23
23
Work
23
23
22
23
22
Work
21
22
22
Car
22
22
23
23
24
24
25
26
27
27
28
Car
Other
2
2
2
2
2
2
2
2
2
2
2
Other
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
SOURCE: BBM
1
38
Part
2b:
CBC RADIO’S
AUDIENCE
PERFORMANCE
CBC Radio weekly usage maintained despite overall
decline in radio usage
Anglophone Weekly Reach
14
14
15
All 12+
%
16
14
15
14
14
14
14
15
14
11
6
Fall
2000
6
Spring
2001
6
Fall
2001
6
Spring
2002
6
Fall
2002
6
Spring
2003
5
Fall
2003
5
Spring
2004
5
Fall
2004
6
5
5
S1
2005
S4
2005*
S1
2006
5
S4
2006
* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.
SOURCE: BBM
40
Record-level audience shares mean strong basis for
CBC Radio’s Renewal initiative
Share of Anglophone 12+ Listening in the
Areas Served by a CBC Radio Station
%
12.3
3.6
12.4
3.8
12.7
3.5
13.0
3.6
12.3
3.4
12.8
12.2
12.2
3.4
3.0
11.5
3.5
3.2
13.0
12.6
12.4
3.4
3.6
3.7
8.9
3.3
8.7
8.6
9.2
9.3
8.9
9.2
8.3
8.8
9.1
9.1
8.9
9.3
S1
2006
S4
2006
5.7
Fall
2000
Spring
2001
Fall
2001
Spring
2002
Fall
2002
Spring
2003
Fall
2003
Spring
2004
Fall
2004
S1
2005
S4
2005*
Base: Anglophones who listened in CBC areas
* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.
SOURCE: BBM
41
CBC Radio One: Ranks in top 3 in most markets
The Share of 12+
Listening Captured by
Individual
Stations
BBM S4 2006
CBC Radio One Markets
Monday to Sunday
5 a.m. to 1 a.m.
Share %
Monday to Friday 6 a.m. to 8:30 a.m.
Share %
Ranking
CBN St. John’s
9.5
16.2
2
CBG/CBT Gander/Grand Falls
13.7
25.6
2
CBY Corner Brook
12.4
18.5
2
CBCT FM Charlottetown
14.9
23.5
1
CBHA-FM Halifax
16.2
23.7
1
CBI Sydney/Cape Breton
20.1
29.3
2
CBA Moncton
13.7
18.8
1
CBZF FM Fredericton
14.7
20.7
1
CBD-FM Saint John
12.3
18.6
3
CBME-FM Montreal Anglos
4.5
5.7
5
CBO-FM Ottawa Anglos
15.8
20.9
1
CBLA-FM Toronto
7.3
11.0
1
CBE Windsor
4.0
7.1
3
CBCS-FM Sudbury
15.9
18.4
3
CBQT-FM Thunder Bay
20.5
24.6
1
CBW Winnipeg
9.7
13.0
2
CBK/CBKR-FM Regina
10.1
14.6
3
CBK Saskatoon
8.1
10.3
5
CBR Calgary
7.4
10.4
5
CBX Edmonton
6.0
8.2
5
CBU Vancouver
9.0
12.2
2
CBCV-FM Victoria
8.6
12.0
3
Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador
42
Part
2c:
RADIO DE RADIOCANADA’S AUDIENCE
PERFORMANCE
Radio de Radio-Canada: Increased usage over the
past five years
Francophone Weekly Reach
Francophones 12+
%
14
14
15
14
15
13
10
3
Fall
2000
11
11
4
4
4
Spring
2001
Fall
2001
Spring
2002*
14
14
12
10
4
4
4
4
Fall
2002
Spring
2003
Fall
2003
Spring
2004
5
5
Fall
2004
S1
2005
5
S4
2005**
5
S1
2006
5
S4
2006
* Labour dispute affected 3 ½ out of the 8 weeks measured
** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
SOURCE: BBM
44
And audience shares that have nearly doubled
Share of Francophone 12+ Listening in the
Areas Served by a Radio de Radio-Canada Station
%
15.6
13.7
12.4
11.1
10.8
2.5
2.1
9.9
8.9
2.3
15.7
14.7
2.3
16.5
16.3
15.3
2.9
3.0
2.5
15.2
3.0
2.9
2.2
2.4
2.1
2.0
13.3
6.9
Fall
2000
7.8
Spring
2001
8.6
8.7
Fall
2001
Spring
2002*
10.0
Fall
2002
11.5
Spring
2003
Fall
2003
12.5
12.6
Spring
2004
Fall
2004
13.6
S1
2005
12.8
13.3
S4
2005**
S1
2006
12.3
S4
2006
* Labour dispute affected 3 ½ out of the 8 weeks measured
** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
Base: French Radio Listening Among Francophones in SRC Areas
SOURCE: BBM
45
Weekday morning shares demonstrate the value of
local programming
The Share of 12+ Listening Captured by Individual
Stations
BBM S4 2006
Première Chaîne Markets
Monday to Sunday
5 a.m. to 1 a.m.
Share %
Monday to Friday 6 a.m. to 9 a.m.
Share %
Ranking
CBF-FM Montreal Francos
10
14
3
CBF-FM Sherbrooke
13
17
2
CBF-FM Trois-Rivières
12
15
2
CBV-FM Québec
13
18
1
CBJ-FM Saguenay
7
11
4
CBGA-FM Matana-Gaspésie-Iles
7
9
2
CJBR-FM Rimouski
12
21
3
CHLM-FM Rouyn
6
10
3
CBSI-FM Sept-Iles
9
16
3
CBOF-FM Ottawa-Gatineau Francos
11
15
3
CBAF-FM N. Brunswick Francos
6
10
4
46
Part
2d:
EMERGING
TECHNOLOGIES IN
THE AUDIO WORLD
New Ways of Accessing Audio Content
 Over the past decade, numerous new ways of accessing audio
content have become available in Canada, including digital radio,
pay audio, satellite radio, Internet streaming, podcasting and
Internet downloading of music.
 As with new video platforms, these new audio platforms provide
consumers with increased choice in terms of where and how
audio services can be received, increased diversity in the type of
content that is available and greater flexibility and control over
when content is accessed and listened to.
 The new audio platforms have met with varying degrees of
acceptance by the public and while the final verdict is still out on
most of them, they have increased audience fragmentation and
are forcing audio broadcasters to be both more thoughtful and
more innovative when developing audio content and when
deciding the best means to deliver it to Canadians.
48
A wide array of new audio platforms, presenting a
significant challenge to traditional radio
Illustration of Multi-platform Growth – Audio
1995
Distribution
•Radio
On-Demand
•Tapes
•CDs
Portable
•Walkman
2005
Distribution
•Radio
•Internet
•Satellite Radio
On-Demand
•CDs
•Music Downloads
•Streaming Audio
•Podcasting
Portable
•Walkman
•Digital Audio Player
•Mobile Phone
49
With usage of iPod/MP3 Players and audio over the
Internet ranging from 6 to 21 per cent among all
Canadians
Trends in the Penetration and Usage of Audio Technologies
Among Canadian Adults
Penetration and Use of Devices and Services, 2005
Canadian Total Anglos 18+
Audio
Radio listener
Pay audio listener
iPod/MP3 Player
Satellite Radio subscriber
Download Podcast
Audio Downloading
Audio Streaming
Francos 18+
Trend
90%
21%
21%
<1%
91%
21%
23%
<1%
89% Past month
21% past month
14%
<1%
Universal
6%
18%
21%
7%
20%
23%
3% past month
12% past month
16% past month
Emerging
Growing
Growing
Growing
Source: CBC/Radio-Canada's MTM, 2005
50
But they have become the norm among younger age
groups
Penetration and Usage of New Audio Technologies
Among Anglophone and Francophone Age Groups
New ways of accessing audio content
18-34
Anglophones 18+
35-49
50-64
65+
18-34
Francophones 18+
35-49
50-64
iPod/MP3 Player penetration
42%
24%
13%
3%
23%
16%
7%
2%
Past month download podcast
12%
9%
4%
1%
5%
2%
2%
0%
Past month audio streaming
38%
25%
14%
6%
28%
17%
10%
3%
Past month music downloading
41%
18%
3%
3%
26%
11%
4%
2%
65+
Source: CBC/Radio-Canada's MTM, 2005
51
Part 3: INTERNET
Part
3a:
OVERALL TRENDS
Broadband Internet has entered the mainstream
Home Internet Connection
%
ANGLOPHONES 18+
FRANCOPHONES 18+
61
Broadband
39
Broadband
Total
75%
Dial-up
13
None
Source: MTM 2005
Total
60%
Dial-up
25
None
* Broadband and dial-up do not equal total home Internet connections because some
respondents refused or don’t know what type of Internet connection they have
20
40
54
But weekly time spent with the Internet still lags
TV and radio
Weekly Per Capita Usage of Internet, Television and Radio
Hours/Week
Adults 18+
ANGLOPHONES
Internet
8.7
Internet
26.8
Television
Radio
FRANCOPHONES
5.9
30.5
Television
19.9
Source: MTM 2005 (Internet), NMR 2005-2006 and BBM 2005-2006 (TV), BBM S4 2006 (Radio)
Radio
19.7
55
Part
3b:
CBC.ca &
Radio-Canada.ca’s
PERFORMANCE
Traffic to CBC.ca and Radio-Canada.ca has more
than doubled over the past five years
Average Monthly Unique Visitors
at Home
(000)
Total Canada 2+
At Home
Francophones 2+
At Home
266%
3,195,000
108%
1,482,000
873,000
Oct-Dec 2001
714,000
Oct-Dec 2006
Domain Level Report
Source: Media Metrix Canada – Total Canada
Oct-Dec 2001
Oct-Dec 2006
57
CBC.ca among the leaders in News and Information
Average Monthly Unique Visitors to News and Information Web Sites
Total Canada 2+, at Home
October to December, 2006 (000's)
ABOUT.COM
5,090
THEWEATHERNETWORK.COM
3,725
CBC.CA
3,195
CANADA.COM
3,172
CANOE.COM
2,317
CTV.CA
BBC.CO.UK
CNN.COM
CANOE.CA
RADIO-CANADA.CA
2,280
1,953
1,902
1,842
1,665
SOURCE: comScore Media Metrix (English Canada)
58
Radio-Canada.ca: Second most popular News and
Information website among Francophones
Average Monthly Unique Visitors to News and Information Web Sites
Francophones 2+, at Home
October to December 2006 (000's)
2,062
CANOE.COM
RADIO-CANADA.CA
1,482
CANOE.QC.CA
1,468
1,096
METEOMEDIA.COM
861
RDS.CA
831
CYBERPRESSE.CA
609
CANOE.CA
481
BRANCHEZ-VOUS.COM
446
ABOUT.COM
CBC.CA
263
SOURCE: comScore Media Metrix (French Canada)
59
WHAT THE
Part
PUBLIC SAYS
4:
Our Measures of Value
 Since 2001, the following indicators of performance have
been measured:
 Satisfaction
“I am satisfied with the programming on CBC/Radio-Canada
Television/Radio.”
 Essential
“It is essential that CBC/Radio-Canada Television/Radio is available to
Canadians.”
 Distinctive
“CBC/Radio-Canada Television/Radio has programs that aren’t on any
other station or network.”
 Trust in News
“You can trust News and Information on CBC/Radio-Canada
Television/Radio.”
 Comprehensive
“You can count on CBC/Radio-Canada Television/Radio to give you
complete News coverage.”
61
In Fall of 2006, CBC/Radio-Canada received the
support of 9 in 10 Canadians on all indicators
Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES
Among all Canadians 18+
%
In terms of:
Essential
97
Trusted
96
Comprehensive
Distinctive
Satisfaction
Source: QRS 2006
95
90
89
62
And 9 in 10 Canadians are now tuning to one of our
services on a monthly basis
Past Month Usage of CBC/RADIO-CANADA SERVICES
Among all Canadians 18+
%
86
Any CBC/Radio-Canada Services
CBC Television/Télévision de Radio-Canada
82
CBC Radio/Radio de Radio-Canada
CBC.ca/Radio-Canada.ca
Source: QRS 2006
30
18
63
According to a 2006 survey, CBC/Radio-Canada is a
vital part of Canadian culture
Corporate Image Ratings
CBC/Radio-Canada is a vital
part of Canadian culture
64%
You can trust CBC/Radio-Canada
56%
CBC/Radio-Canada is an organization that delivers the
highest quality services for the resources it has available
CBC/Radio-Canada ensures that the funds available to them
are used to best reflect the needs and interests of Canadians
23%
47%
25%
35%
33%
39%
28%
34%
28%
Strongly Agree
Source: Public Support Survey, TNS, April 2006
27%
53%
CBC/Radio-Canada is in touch with ordinary people
CBC/Radio-Canada pays attention to what the public
thinks about its programs and services
21%
49%
CBC/Radio-Canada brings Canadians together as a country
CBC/Radio-Canada is innovative, always looking for
new programs and ideas to deliver services
15%
Agree
64
With its mandate continuing to be important to
Canadians
Mandate Importance Ratings
Providing in-depth News and
Information from a Canadian perspective
81%
11%
Providing News and Information that people can trust
81%
11%
Providing Television and Radio services which are
available to people living in all parts of Canada
Promoting our culture and identity
Serving the needs and interests
of each region of the country
Entertaining people
78%
12%
73%
16%
69%
18%
67%
20%
Providing programs of interest to
many different groups of people
65%
21%
Reflecting the multicultural nature of Canada
65%
20%
Helping people from all parts of
Canada understand each other better
Offering high quality, distinctive Canadian programming
67%
65%
Very Important
Source: Public Support Survey, TNS, April 2006
18%
17%
Important
65
And Canadians believe CBC/Radio-Canada is
delivering on its mandate
Corporate Performance Ratings
Providing in-depth News and
Information from a Canadian perspective
67%
21%
Providing News and Information that people can trust
68%
18%
Providing Television and Radio services which are
available to people living in all parts of Canada
64%
Promoting our culture and identity
Reflecting the multicultural nature of Canada
Providing programs of interest to
many different groups of people
Entertaining people
55%
33%
44%
36%
46%
45%
Helping people from all parts of
Canada understand each other better
44%
34%
32%
31%
50%
Very Good Job
Source: Public Support Survey, TNS, April 2006
28%
48%
Serving the needs and interests
of each region of the country
Offering high quality, distinctive Canadian programming
21%
29%
Good Job
66
A large majority of Canadians continue to believe
that CBC/Radio-Canada represents good value for the
funding it receives
Perceived Value For Money Of CBC/Radio-Canada Funding
63%
Very Good Value
Source: Public Support Survey, TNS April 2006
19%
Good Value
67
CBC/Radio-Canada: Poorly funded compared to other
public broadcasters around the world
Per Capita Public Funding for Public Broadcasters
2004
154
Switzerland
147
No rway
134
Germany
124
UK
119
Denmark
115
Sweden
111
Finland
84
A ustria
69
France
68
B elgium
67
Ireland
62
Japan
44
A ustralia
41
Italy
Average = 80
36
Spain*
33
Canada
20
New Zealand
5
US**
0
20
40
60
80
100
120
140
160
C$ per inhabitant
Source: Nordicity Group Ltd. Public funding data obtained from various sources; Exchange rates from Bank of Canada. Population data from CIA World Factbook.
* Figures for Spain include an estimate for the public broadcasters of the autonomous regions.
** Data for fiscal year 2003
180
68