|
The data contained in the files included on this page clearly show that Television remains the medium to which Canadians allocate most of their time spent with media, and is the medium which reaches more Canadians than any other.
To provide an apples to apples comparison, the files included on this page provide "exposure yesterday" and weekly time spent per capita figures (hours) as reported in the BBM Analytics RTS survey of Canadian consumers. While this survey is based on a very robust sample of more than 50 thousand people, the data relies on the ability of those people to recall, estimate, and report their media consumption behaviour, a very difficult task. Ultimately people report what they "think" they do which does not always correspond to their actual behaviour. The Television industry employs a measurement system which eliminates the problems inherent with self report surveys.
The Portable People Meter system (PPM) in use by BBM Canada to measure the consumption of Television and Radio in Canada utilizes an electronic device which "listens" for encoded TV and Radio signals. This device measures and records the amount of time spent watching TV and listening to Radio, and the number of people reached by each medium. The system eliminates the misreporting inherent in self report surveys.
Likewise, via comScore the Online industry employs a system of measurement which relies on software and tagging to measure online activity which as with PPM eliminates misreporting.
To provide an accurate view of Reach & Time Spent, where available the data from these measurement systems has been included on the Reach & Time Spent files in addition to the data from the RTS survey.
PowerPoint files:
Reach 2011
Time Spent 2011
Click here to access TVB's Attitudinal Survey 2011 which ranks consumer perception of the advertising carried by all major media. Attitudinal measures include: Influential, Authoritative, Powerful, Effective, Persuasive, Engaging, and Relevant.
To view the latest year-to-date and historical television viewing statistics visit our PPM Audience Data page.
To view the latest and historical quarterly online usage statistics from comScore visit our Time Spent Online page.
|