By Etan Vlessing
THE INDIENET GROUP of independent TV broadcasters on Thursday unwrapped a fall 2021 programming slate designed to reach an older slice of the Canadian TV audience for domestic advertisers and agencies.
Never mind cord cutting and fast-evolving streaming TV wars as Canadian and international broadcasters increasingly target younger viewers by going online and direct-to-consumer. The underlying message from Indienet for 2021 was that no ad-supported streaming or digital platform can match linear TV’s live audience share and reach — at least for now.
Kathy Gardner, vice president of media insights with ThinkTV, a trade group promoting Canadian commercial TV, appeared on the virtual presentation to argue traditional networks still have impressive geographic reach with middle-aged audiences who are comfortable with linear TV and matter most when making ad buys effective.
“Canadians spend a lot of their screen time watching linear TV content… and 87% of the viewing is live, not recorded,” Gardner told the livestream broadcast hosted by Airtime Television Sales.
She added traditional TV “delivers the strongest ROI (return on investment) of all media,” even as Big Tech companies and the Hollywood studios dash towards online spaces.
IndieNET, now in its sixth year of partnership involving CHCH TV, YesTV, CHEK and NTV, looked ahead to a post-pandemic Canadian market by focusing on its local news output and top-rated syndicated fare to target an audience of adults 25-54. “NTV delivers the content and therefore the audiences you want to reach,” Lorraine Pope, director of sales and program acquisitions at NTV, told the virtual presentation.
The indieNET collective added it reaches 94% of the Canadian market in six major TV regions by targeting 10 million unique viewers.
David Garby, director of business development and affiliate relations at Yes TV, underlined the stability of his TV stations and the appeal of bulk-delivery syndicated vehicles like Judge Judy, Wheel of Fortune and Jeopardy series to continue drawing olders Canadian viewers and their families.
“Whatever your marketing and advertising needs are, Yes TV will work with you and be there for you to ensure your voice is heard and stands out,” Garby told advertisers.
Victoria, B.C.’s CHEK general manager Rob Germain added his station’s live TV news and sports output were drivers of a stable programming line-up and local viewer loyalty. “CHEK once again is providing the vitality and importance of live, made-in-B.C. broadcasting to viewers and advertisers alike,” Germain told the presentation.
And Geoff Thrasher, general sales manager for Hamilton’s CHCH TV, focused on his station’s U.S. syndicated series like 20/20, Dateline and Access Hollywood and retro TV series and movies “that keep viewers coming back on all platforms.”
The livestream broadcast was capped off by Bryan Press, director of NABS Media Canada, spotlighting resources from NABS to support industry colleagues.
