TORONTO – Led by sitcoms, commercial television programming on Video on Demand platforms generated a previously unreported audience lift of up to 9% among English-speaking Canadians, according to a study from the Canadian Media Directors Council (CMDC) and the Television Bureau of Canada (TVB).
The VOD Industry Test, conducted by Numeris (formerly BBM Canada), focused on the set-top box Video-on-Demand TV content available through digital cable and IPTV, which allows subscribers to access recently-aired (on linear) programming. Viewing of this VOD content is not currently included in reported television audiences. The 12-week test took place between April and June 2014 and included 12 programs/148 episodes in the sitcom, drama and daytime talk/drama genres.
Findings from the test include:
– with an average-minute-audience 2+ of 102.8K for sitcoms, the VOD platform generated a 9% increase to the average linear audience;
– for prime-time dramas, VOD viewing added 6% (2+ AMA of 50.4K) to the average linear audience; and daytime programs added 4% (2+ AMA of 9.3K);
– in addition, 65-70% of these audiences had not viewed the original linear broadcast (providing additional reach).
The VOD test also proved that commercial load did not impact consistency of viewing across the entire program episode. Audience levels remained steady throughout program episodes, with no material audience drop-off during commercial breaks. This fact highlights greater viewer involvement and attentiveness as a result of viewers’ deliberate intent to enjoy the content they sought out on this platform.
“This test was an important step in understanding VOD audiences in terms of their size, viewing habits, and viewer profile,” said TVB president and CEO Theresa Treutler, in the news release. “What we’ve learned is that VOD viewers are a highly engaged, desirable audience, and provide another opportunity for marketers and advertisers.”
“There is audience substance here. As an industry there is a critical need for distributors, broadcasters and marketers to continue to work together to fully realize the opportunities that VOD and other evolving Canadian technologies can provide,” added Penny Stevens, president of CMDC and Media Experts.
The test was conducted using PPM 360 technology which electronically captures codes in the programs being viewed. While the VOD audience was generally reflective of the PPM panel, there was a slight skew to Females aged 25-49, employed full time, who are heavy TV viewers.
