BBM Canada Media Technology Trends
Despite claims to the contrary, the vast majority of Canadians do not use technology to skip television commercials. To skip or fast forward commercials there are two basic requirements, #1 you must have a PVR and #2 you must be watching recorded or time delayed television.
As indicated by the figures below PVR penetration in Canada is still fairly low at 29.5% as of September 2011. BBM projects that penetration will grow to 31.4% by December 2011.
As stated above, commercials may only be skipped or fast forwarded during recorded or time delayed viewing, even with a PVR you cannot skip/fast forward LIVE TV, and as reported by BBM PPM data, 95% of all TV viewing is LIVE.
These numbers are projected penetration rates for TV households coming from a proportionate stratified probability sample of approximately 15,000 respondents (n ˜ 15,000/month).
Penetration as of September 2011
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This data is provided courtesy of BBM Canada.
Click here for the latest penetration statistics from BBM Analytics Media Technology Monitor report (MTM) .