spotlight on Québec
the Québec Franco market French-speaking Canadians have a strong connection with TV they watch more television than the average Canadian they are passionate about home-grown content and their local teams paid TV subscriptions in Quebec are up from 2010* and much like the rest of Canada, they watch way more television than YouTube or Netflix pay the most attention to TV ads feel that television advertising is the most likely to stick in your memory and make brands famous Source: Mediastats BDU Profile; Subscribers to: Cable, Direct-To-Home Satellite (DTH), Local Multi-Point Distribution System (LMDS), Master Antenna TV (MATV), Multi-Point Distribution System (MMDS), Small Master Antenna TV (SMATV), TELCO. June of each year; up 6% June 2010 to June 2017 2
audiences 3
reaches 96% of Québec Franco every week 96% 93% 93% A18+ A18-34 Kids 2-11 Source: Numeris, PPM, Quebec Franco, Total TV, Mo-Su 2a-2a, Consolidated, All Locations, Fall 2017 (Weeks 3-16, Sept 11-Dec 17, 2017) 4
dominates time spent 30.7 27.1 Francophones 18+ AVERAGE WEEKLY HOURS Adults 18+ watch 30.7 hours of TV a week 8x more than YouTube 12x more than Facebook 3.7 3.8 0.2 2.5 0.3 0.3 0.0 Total TV Live TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter Source: Linear TV, Live TV, PVR: Numeris, PPM, Quebec Franco, Consolidated, All Locations, Mo-Su 2a-2a, Sept 11, 2017 to Dec 17, 2017 (Weeks 3-16) Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comscore Media Metrix Multi-Platform, French Language Canadians, Sept Nov 2017 YouTube: comscore Media Metrix Multi-Platform, French Language Canadians, Sept Nov 2017, (MMX x1.2, as VMX unavailable regionally) Netflix: Numeris Diary, French Canada (Official Language French), Fall 2017. (Note: Numeris population estimates used to calculate average weekly hours per capita for digital media) 5
dominates time spent with millennials 16.4 13.3 Francophones 18-34 AVERAGE WEEKLY HOURS 7.3 Adults 18-34 watch 16.4 hours of TV a week 33x more than Netflix 2x more than YouTube 4x more than Facebook 3.1 3.7 0.5 0.9 0.9 0.1 Total TV Live TV PVR YouTube Netflix Facebook Instagram Snapchat Twitter Source: Linear TV, Live TV, PVR: Numeris, PPM, Quebec Franco, Consolidated, All Locations, Mo-Su 2a-2a, Sept 11, 2017 to Dec 17, 2017 (Weeks 3-16) Facebook.com, Instagram.com, Twitter.com, Snapchat, Inc.: comscore Media Metrix Multi-Platform, French Language Canadians, Sept Nov 2017 YouTube: comscore Media Metrix Multi-Platform, French Language Canadians, Sept Nov 2017, (MMX x1.2, as VMX unavailable regionally) Netflix: Numeris Diary, French Canada (Official Language French), Fall 2017. (Note: Numeris population estimates used to calculate average weekly hours per capita for digital media) 6
francophone millennials watch more than 110 million hours of tv each month a single spot in Unité 9 will reach 200,900 francophone A18-34 Source: Numeris PPM, Quebec Franco, Total TV, Fall 2017 (Wks 3-16) 7
programming 8
two of Canada s top ten shows are Québécois productions PROGRAM NETWORK P2+ (000) The Big Bang Theory CTV 2,850 Young Sheldon CTV 2,834 The Good Doctor CTV 2,757 Survivor Global 2,132 La Voix Junior TVA 1,916 Bull Global 1,893 NCIS Global 1,879 Grey s Anatomy CTV 1,856 Unité 9 SRC 1,617 Grey s Anatomy CTV 1,568 Source: Numeris PPM, Total Canada Fall 2017 (Wks 3-16), Min. 3 Airings 9
top 20 shows in Franco Québec PROGRAM NETWORK 2+ AMA(000) La Voix Junior TVA 1889 Unité 9 SRC 1569 District 31 SRC 1329 L'échappée TVA 1275 Tout le monde en parle SRC 1152 Boomerang TVA 1142 La Vraie Nature TVA 1052 O' TVA 1042 L'heure Bleue TVA 1022 Conversation Secrète TVA 988 La Poule Aux Oeufs D'or TVA 951 Olivier SRC 949 Mémoires vives SRC 946 Lâchés Lousses TVA 929 L'imposteur - La Suite TVA 913 VLOG TVA 911 Les enfants de la télé SRC 906 Au Secours De Béatrice TVA 895 En direct de l'univers SRC 819 Ça Finit Bien La Semaine TVA 812 Source: Numeris PPM, Quebec Franco Fall 2017 (Wks 3-16), Min. 3 Airings 10
Québécois are passionate about home-grown content The most-watched programs in Québec drive higher ratings than their English counterparts in the rest of Canada Adults 25-54 Rating% TOP 3 DRAMAS TOP 3 REALITY TOP 3 NEWS QUÉBEC FRANCO 14.9 12.4 4.6 REST OF CANADA 6.6 4.3 1.8 Source: Numeris, Quebec Franco & RoC, Mo-Su 2a-2a, Fall 2017 (Wks 3-16) 11
a love for the game Canadiens deliver higher ratings in Montreal than the Leafs in Toronto 7.6 Home Market Hockey Ratings (%) Canadiens Games in Montreal EM Leafs Games in Toronto EM 8.2 6.3 4.3 4.4 4.4 5.1 3.3 P2+ A18+ A25-54 A18-34 Source: Numeris PPM, Montréal Franco EM / Toronto-Hamilton EM Games from Sept 11-Dec17, 2017 Canadiens: RDS / TVA Sports, Leafs: Sportsnet Ont. / TSN 12
and attention 13
captures my attention because Better Picture 77 80 Better Sound 76 76 FRANCOPHONES 18+ Bigger Screen 68 80 FRANCOPHONES 18-34 More Engaging 83 80 More Social 67 68 Q: Which of the following are the best things about watching your favourite TV show(s) on a television set? Source: nlogic omnivu, September 2017, francophones 14
francophones pay the most attention to ads on and are least likely to watch mobile ads Francophones 18+ MOST 53% 16% 27% TELEVISION COMPUTER MOBILE LEAST 22% 29% 43% Q: Which types of video advertising are you most likely to watch? Least likely to watch? Source: nlogic omnivu, September 2017, francophones 15
francophones like ads the most and are more likely to talk about them with others % of Québec Public TV 58% TV 47% TV 42% TV 35% SOCIAL SOCIAL SOCIAL 10% 14% 10% 14% You like Makes you laugh Makes you feel emotional You talk about with other people, either face to face or over the phone Q. In which of the following media are you most likely to find advertising that...? Source: thinktv IPSOS AdNation and the next highest media shown 16
and find ads are most likely to % of Québec Public TV 52% TV 49% SOCIAL TV 33% SOCIAL SOCIAL 18% 8% 9% Make brands, products or services more recognizable / famous Stick in your memory Draw your attention to a product, brand or service you had not heard of before Q. In which of the following media are you most likely to find advertising that...? Source: thinktv IPSOS AdNation TV and the next highest media shown 17
enfin Québécois are passionate about TV: They watch 30 hours a week, are committed to home grown content, pay the most attention to ads on tv, and agree that television advertising is most likely to stick in your memory. For the best advertising results, be sure to take advantage of this attentive audience by putting TV at the centre of your campaign. 18
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