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Changing
Channels: TV, Radio Consumption Declines, Online Video Up
Media in Canada | July 30, 2010 -
article
Statement:
"The
national average weekly consumption however remains steady at 26.5 hours
per week, down 0.4% from the previous year."
Counterpoints:
1)
Self-reported surveys result in people reporting what they think they do,
rather than what they actually do. This is because remembering how much
time you spend with the various media is difficult. In some cases this
leads to people over reporting how much time they spend with some media
and under reporting the time they spend with others.
2)
The broadcast industry
is now using measurement technology that is intended to address the
challenges of self-report methodology.
Portable
People Meters (PPMs) are the current system in place for measuring
national television audiences. They
explode
some of the myths about TV as they measure real people, watching real
television, in real time. It is not about recall.
According
to 2009-2010 Year-to-Date Statistics from PPM, people aged 2+ watch
television an average of 27.9 hours weekly per capita.
Statement:
"But
among the 18-to-34 age group, 20.6 hours per week were spent watching TV,
down 2.4%."
Counterpoint:
1) PPM figures show that
adults 18-34 watched an average of 23.6 hours of television each week,
three full hours higher than reported in CRTC's Communications
Monitoring Report.
Statement: "Teens
were also the most likely age group to reduce their television consumption
in 2009 - they spent an average 16.6 hours per week watching TV, down 4.6%
from the previous year."
Counterpoints:
1)
PPM provides better accuracy
measurement for younger demographics because there is greater compliance,
no diary involved, and is a passive measurement (you just have to wear
it).
2) The PPM system found all
the younger viewers who were reported missing a few years ago. They
did not simply materialize, they are viewers which the old system could
not capture. The audience aged 12-17 was 61.3% higher than the same
period last year.
3) Teens (12-17) watched an
average of 22.1 hours of television each week, much higher than the 16.6
hours reported in the CRTC report.
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