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Television is in good shape in Quebec

Smartphones, tablets, personal video recorders (PVR) and video on-demand are some of the technologies that affect TV viewing. More than ever, viewers have the opportunity to watch their favorite shows on the platform of their choice and at a time that suits them best.

Many studies are confirming it: video consumption on new platforms is growing rapidly. But in Quebec, how does our good old television is keeping up? 

Traditional, linear TV is going strong, and remains the most consumed media. Quebecers spend, on average, almost 32 hours a week in front of their TV screen, and viewership has increased by 1% last fall. It is true that we have notice a slight decrease in audience last year; however, viewership is still 4% higher than 5 years ago.   

What is the impact of PVRs?

Even if more and more households now own a PVR, live TV viewing remains mostly dominant in Quebec. On average, time shifting counts for only 5% of the total TV viewing. Though it is true that shows airing at peak times have a higher proportion of their viewing done in time shifting, in Quebec, only one third of the viewing is delayed compared to the United States where time shifting viewing often surpasses live viewing for certain types of shows.

Advertisers be aware: even if PVRs allow viewers to skip through commercial breaks, only 66% of them do so. Moreover, according to a BBM Analytics study, 51% of viewers say they stop fast-forwarding commercials when an ad captures their attention, and 71% say they notice the advertiser even in the fast-forward mode.   

That being said, several articles published recently have used American data and assume the same context applies to traditional television in Quebec. We most certainly need to keep an eye on the trends set by our American neighbours, but the distinctive trait of Quebec, both in terms of culture and language, does not allow us to draw the same conclusions. New technologies are present in Quebec, as in the rest of the world, but the situation, supported by research data, has not changed as much as we would like to think.

Will it change soon? It is difficult to predict what will be the role of traditional TV in the upcoming years, but one thing is for sure: broadcasters will have to adjust and follow consumer habits. With these new technologies, advertisers can still benefit from an efficient and effective television to achieve their goals.

 

 

Source: BBM Infosys Fr. Qc., 2+, broadcast years and Fall 2012 to date (August 27 to November 25, 2012) vs same period last year; BBM Analytics OmniVU, Sept. 2012.

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