While many claim that broadcast TV is on its last legs, the reality is far from it. The video landscape in Canada is indeed evolving, with 76% of Canadian adults now subscribing to SVOD services(1). However, 62% of Canadians still hold onto paid TV subscriptions, with just under half subscribing to both traditional broadcast and digital viewing options.
In this blog, we’ll share key insights powered by our industry-leading analysis tools, which access both Numeris’ broadcast and cross-platform video data and MTM’s consumer behavior insights. By analyzing both these data sources with our advanced tools, we provide the industry with a deeper, more precise understanding of audiences and their behaviours.
The importance of linear TV
Understanding the significance of broadcast TV is crucial in today's evolving video landscape. While subscription numbers may suggest a shift towards digital platforms, Numeris’ Cross-Platform Video Audience dataset (VAM) provides a more comprehensive view of video viewing habits in Canada. The data from September to November 2024 reveals that 65.5% of adult viewership across Ontario and Quebec is dedicated to linear TV, with the remainder spread across various digital platforms, including YouTube.
MTM respondents highlight two key reasons for maintaining both types of services:
1 .Access to essential news and sports content through broadcast TV.
With this year's exhilarating hockey season, the Olympics, and a significant election, broadcast TV continues to play a vital role in Canadian households, offering a unique blend of entertainment and information.
2. Binge-worthy, commercial-free, programs.
For those who want more choice, access to global content, and fewer interruptions, streaming platforms provide limitless options.
After every TV season, we use our API, Conex to craft a comprehensive audience analysis report for our clients, giving them quick and convenient access to the most up-to-date television viewing trends in Canada. Here are some key highlights from our latest report:
Fall 2024 TV viewing overview
- On average, Canadians watched 15.2 hours of TV per week - a 9% drop compared to last fall but a 3.4% increase compared to the summer. Quebec Franco still has the heaviest viewing with Canadians here watching on average 22.4 hours per week.
- 37.3% of all viewing was to Canadian conventional stations, an increase of 1.5% percentage points compared to last fall.
- The group of US specialty stations that are measured received 8.6% of all Canadian viewing this fall compared to 7.5% last fall.
- This period of analysis included the first few days of the World Junior Hockey Championships. Further information regarding audience viewing of the tournament can be found here.
Fall 2024 station & program highlights
- CTV Com takes the top spot for national conventional stations this season from TVA Total, who has been at number 1 for the past 3 periods measured.
- The increase in viewing to US Specialty stations has been driven by viewing of the election coverage in the US. CNN is the most viewed station in the group with an increase of 21% year on year (yet Fox News US has an increase of 37% compared to last fall).
- As with last fall, W Network rises from 5th to 3rd most watched Canadian Specialty station. It was helped, no doubt, by its Holiday Movie schedule which this year kicked off on the 18th October – find out more here.
- The top show in Total Canada is Chanteur Masques on TVA Total with an average of 1.7m viewers aged 2+ over 13 episodes.
- The top shows do differ by market though; with Matlock number one for the same demo in Toronto, 9-1-1 in Calgary, Hockey: Oilers in Edmonton, and Global News Hour in Vancouver.
Top 10 Canadian TV shows for fall 2024
(Anglo Canada)
- Matlock (Global Total)
- 9-1-1 (Global Total)
- 9-1-1 Lonestar (CTV Com)
- The Amazing Race Canada (CTV Com)
- Elsbeth (Global Total)
- High Potential (CTV Com)
- Rescue: Hi Surf (CTV Com)
- Survivor (Global Total)
- Ghosts (Global Total)
- Doctor Odyssey (CTV Com)
At NLogic, we offer a multitude of tools for delving into video viewing habits:
- Lens Video Planner serves as our cutting-edge cross-platform reach and frequency calculator for Total Video strategies.
- Lens for TV provides an effortless way to access key linear TV statistics.
- InstarTV enables a deeper exploration of linear TV audience behaviours.
- InstarVAM taps into the Numeris VAM dataset to unveil a comprehensive view of video consumption.
- Conex stands as our API solution for seamless access to linear TV data for your analytical needs.
To access this report please get in touch with your Account Executive
Source: Numeris TV PPM data May 27th - August 25th, 2024, Ind 2+, Anglo Canada, conventional stations only, based on consolidated AMA and programs with 3+ airings
(1) MTM Fall 2024 18+ survey
