TV & PVR in Canada (2010)

TV Market Data / PVR & TV Ad Awareness in Canada (2010)

July 2010 | External Link

TVB
TV & the PCR in Canada (2010)

For the relatively few Canadians who use a Global TV

PVR to view programs in playback mode and fast forward through commercials, roughly half of them stop to watch TV ads that are of interest to them, according to a July 2010 survey conducted on behalf of TVB by BBM Analytics. The survey, which polled 1,000 people, also found that the vast majority of those who fast forward commercials report awareness of the advertisers in the ads they are skipping.

In Canada, almost all weekly viewing is in real time (as opposed to playback viewing of previously PVR-recorded programming), allowing for full commercial exposure. According to BBM Canada, adults 18+ watch 29.1 average weekly hours of television (National PPM data averaged over first 47 weeks of 2009/10 broadcast year). Of this total, the average weekly hours of live viewing is 28.2 (96.9% of viewing), while the average weekly hours of playback viewing is just 0.91 (3.1% of viewing). Click here to view the statistics from BBM Canada.

For the small percentage of people who don’t watch their television live, the survey revealed that when fast forwarding during PVR playback, 45.4% of adults 18+ say they stop to watch commercials that are of interest to them. It was even higher for those aged 35-49 (51.9%), and 35-54 (54.6%). The main reasons for stopping to watch a commercial during playback for adults 18+ was that they found the commercial entertaining (42.9%,) and they were interested in the product (41.3%).

In addition, the survey found that when fast forwarding or skipping through commercials, 66.9% of adults 18+ confirmed that they are aware of the advertisers. This was even higher for the 18-49 (69.8%) and 25-49 (75.7%) demographics.

The results of this survey, in conjunction with the facts of low (20%) PVR penetration in Canada and largely real time viewing, confirm the negligible impact of PVR technology on the potential of television commercial exposure. This study also confirms that the art of targeted placement of commercials, and the art of crafting appealing and engaging television creative is more important than ever.

Audience data provided by BBM Canada. Data generated using InfoSysTV or microBBM. For more information, please contact BBM Analytics at 416-445-9800.

The survey was conducted by BBM Analytics using their omniVU telephone survey.

Get the full report:

PDF Document PVR Use Survey 2010