TV viewing in Canada has changed significantly during the COVID-19 pandemic. At the beginning of the lock down it grew for a number of reasons. A need for news updates on the pandemic along with increased availability to view with more people at home meant that average hours viewed per week increased by 3.5 hours compared to the annual average.

TV viewing stayed strong for around 6 weeks. In the period that followed various factors led to a drop in the time spent viewing; the lack of live sport content meant viewing to the sports channels took a significant hit, the appetite for constant news updates began to wane with the reach of the news stations returning to pre-lock down levels. On top of this, many shows came to the end of their Winter/Spring season and the lull in summertime programming took hold.

On August 1st NHL coverage returned helping to lift the average viewing hours for Canadians by over an hour compared to the previous week.

A few other points to note:

  • Weekly reach for Sportsnet National for A25-54 hit 38% in Anglo Canada – compared to 6.5% 4 weeks prior
  • 6m Canadians watched at least 1 minute of a hockey game during the first week back.
  • In the first 3 weeks of August 5.4m Canadians watched a Blue Jays game – reaching 23% of Ind2+ in the Toronto EM.
  • Live viewing continues to grow: 87% of prime time viewing was live for A25-54 in Anglo Canada during the week of August 17th compared to 76% in February.
  • It’s not all about sport. Shows such as Big Brother, America’s Got Talent & Marvel’s Agents of S.H.I.E.L.D are still performing well..

Clients with TV PPM subscriptions can access the full dashboard, generated using ConexAPI, either through Lens or the home page of InfoSys+TV PPM.

Click to access our recent webinar on TV viewing & advertising during COVID-19

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