1. Overview of CBC/Radio-Canada’s Audience Performance
Prepared By CBC/Radio-Canada Research & Strategic Analysis
March 2007

2. Table of Content Part 1: TELEVISION 3 Part 1a: OVERALL TRENDS 4 7
Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION’S PERFORMANCE WITHIN IT
Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT
Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD
Part 2: RADIO
Part 2a: OVERALL TRENDS
Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE
Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE
Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD
Part 3: INTERNET
Part 3a: OVERALL TRENDS
Part 3b: CBC.ca & Radio-Canada.ca‘s PERFORMANCE
Part 4: WHAT THE PUBLIC SAYS 3 4 7 19 28 33 34 39 43 47 52 53 56 60

3. Part 1: TELEVISION

4. Part 1a:
OVERALL TRENDS

5. Weekly TV usage has increased in recent years
Weekly Per Capita Hours Of Viewing To Television
All Persons 2+, to
SOURCE: BBM, Nielsen Media Research, Statistics Canada

6. Trends in TV usage by age groups have remained consistent over time
SOURCE: Nielsen Media Research

7. THE ENGLISH-LANGUAGE TV MARKET AND CBC TELEVISION’S PERFORMANCE WITHIN IT
Part 1b:

8. Over-the-air viewing has dropped dramatically
Distribution Of Viewing to English TV by Viewing Environment
Monday-Sunday, 24 Hours %
Digital Cable
47.7%
DTH (Satellite)
Cable
+ DTH
Analogue Cable
Off-Air
Off-Air
September to August
Source: Nielsen Media Research

9. Weekly Per Capita Hours of Viewing to Television by Environment
Anglophones in digital cable homes spend the most time in front of their TV set
Weekly Per Capita Hours of Viewing to Television by Environment
ANGLOPHONES
September 2005 to August 2006
SOURCE: Nielsen Media Research

10. And they enjoy a multitude of programming choices
A LOOK AT FRAGMENTATION
Share of Viewing to English TV
All Day (24 Hours) %
September 2005 to August 2006
SOURCE: Nielsen Media Research

11. But these choices don’t emanate from diverse ownership
Share of Viewing to English CANADIAN CONVENTIONAL TV
Before and After Recently Announced Acquisitions*
All Day, 24 Hours %
Based on all persons 2+, August 28, 2006 to December 31, 2007
* CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis
SOURCE: BBM Nielsen Media Research

12. Increased viewing to Specialty/Pay has impacted most Canadian and US conventional networks
Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.) %
CBC*
CBC*
CTV
CTV
Global
Global
Other Canadian Conventional
Other Canadian
Conventional
Specialty/Pay
Specialty/Pay
US Conventional
US Conventional
SOURCE: Nielsen Media Research

13. Top US programming is more popular than ever before
Top 10 Series on English TV TV Season
RANK 1 2 3 4 5 6 7 8 9 10
NETWORK
CTV
Global
PROGRAM
C.S.I.
Survivor: Guatemala
American Idol 5 - Performance
American Idol 5 – Results
Survivor: Panama
C.S.I. Miami
Desperate Housewives
Amazing Race
E.R.
Lost
AVERAGE
AMA (000)
3,093
3,084
2,849
2,680
2,540
2,453
2,415
2,172
2,147
2,071
2,550
Note: Prime time shows only, August 29, 2005 to April 2, 2006.
Excludes CTV’s Canadian Idol which ended in mid September.
SOURCE: Nielsen Media Research

14. CBC Television remains the home of Canadian content
English Conventional TV & Canadian Programming
Prime Time %
‘September 2005 to August 2006’
Source: Nielsen Media Research

15. Top 20 Canadian Drama/Comedy Series
And the only network with the shelf space to air Canadian Drama/Comedy series
Top 20 Canadian Drama/Comedy Series
RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
NETWORK
CTV
CBC
Global
PROGRAM
Corner Gas (Monday, 8 p.m.)
The Rick Mercer Report (Tuesday, 8 p.m.)
Degrassi: The Next Generation (Monday, 8:30 p.m.)
Royal Canadian Air Farce (Friday, 8 p.m.)
This Hour Has 22 Minutes (Friday, 8:30 p.m.)
Jeff Ltd, (Wednesday, 9:30 p.m.)
Just for Laughs (Friday, 9 p.m.)
Winnipeg Comedy Fest (Friday, 9 p.m.)
Just for Laughs Gala (Friday, 9 p.m.)
The Rick Mercer Report – R (Wednesday, 7 p.m.)
Hatching, Matching and Dispatching (Friday, 9 p.m.)
Royal Canadian Air Farce – R (Monday, 7 p.m.)
Da Vinci’s City Hall (Tuesday, 9 p.m.)
Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.)
Red Green Show (Friday, 7 p.m.)
This Hour Has 22 Minutes – R (Tuesday, 7 p.m.)
This Is Wonderland (Wednesday, 8 p.m.)
At The Hotel (Tuesday, 9 p.m.)
Zoe Busiek: Wild Card (Saturday, 8 p.m.)
Blue Murder (Saturday, 9 p.m.)
AMA (000)
1 401
727
710
696
670
653
624
499
462
449
431
416
395
386
383
376
358
352
295
285
Note: Prime time shows only, August 29, 2005 to April 2, 2006.
- R - = Repeat
SOURCE: Nielsen Media Research

16. Distribution of Viewing to CBC Television by Viewing Environment
CBC Television’s reliance on over-the-air viewing has declined significantly in the past five years
Distribution of Viewing to CBC Television by Viewing Environment
Monday-Sunday, 24 Hours %
Digital Cable
Cable
+ DTH
DTH
Analogue Cable
Off-Air
Off-Air
September to August
Source: Nielsen Media Research

17. CBC Television’s schedule balance
Programming Output by Genre
UK vs CBC Television
Source: Ofcom International Market Review, NMR (CBC O&Os)

18. CBC Newsworld: Number one in Canadian News and Information
SOURCE: Nielsen Media Research

19. THE FRANCOPHONE TV MARKET AND TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT
Part 1c:

20. Distribution of Viewing Among Francophones by Viewing Environment
Francophone digital universe has grown by almost one-quarter in just two years
Distribution of Viewing Among Francophones by Viewing Environment
Monday - Sunday, 24 Hours %
Digital
(Cable and DTH)
Analogue Cable
Off-Air
September to August
Source: BBM (Quebec Only)

21. Francophones in analogue homes continue to watch more TV each week
Weekly Per Capita Hours of Viewing to Television by Environment
FRANCOPHONES in QUÉBEC
September 2005 to August 2006
SOURCE: BBM

22. A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec
Télévision de Radio-Canada maintains a healthy position in a highly fragmented market
A LOOK AT FRAGMENTATION
Share of Francophone TV Viewing in Quebec
All Day (24 Hours) %
*Includes TFO and other Cable French Stations
September 2005 to August 2006
SOURCE: BBM

23. Three main conventional networks account for more than half of all Francophone viewing
Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.) %
Radio- Canada
Radio- Canada
TVA
TVA
TQS
TQS
Télé-Québec
Télé-Québec
Specialty/Cable
Specialty/Cable
English Stations
English Stations
Other
Other
PMT
PPM
‘September to August’
SOURCE: BBM (PMT TO , PPM TO )

24. Distribution of Télévision de Radio-Canada Viewing by Environment
Télévision de Radio-Canada’s reliance on over-the-air viewers has declined
Distribution of Télévision de Radio-Canada Viewing by Environment
Monday - Sunday, 24 Hours %
Digital
(Cable and DTH)
Analogue Cable
Off-Air
September to August
Source: BBM Quebec Francophones

25. More Canadian programming than other conventional networks
French-languages TV Stations and Canadian Programming
Prime Time %
‘September 2005 to August 2006’
SOURCE: BBM

26. Télévision de Radio-Canada’s schedule balance
Programming Output by Genre
France vs Télévision de Radio-Canada
Source: Ofcom International Market Review, BBM (Radio-Canada)

27. RDI is still number one in News, but LCN is narrowing the gap
Source: BBM

28. EMERGING TECHNOLOGIES IN THE VIDEO WORLD
Part 1d:

29. New Ways of Accessing Video Content
Technological advancements over the past ten years have given rise to a variety of new platforms for consumers to receive and view video programming, including video-on-demand (VOD), personal video recorders (PVRs), Internet streaming and Internet downloading.
These new platforms and technologies have affected the video opportunities available to Canadians in three key ways.
First, they significantly expanded where consumers can receive and watch video programming. Second, all of these new platforms, with the exception of some forms of Internet streaming, can be characterized as on-demand services which free viewers from the rigidity of program schedules. Third, some new platforms provide video in a significantly different format from traditional television.

30. More video programming available over more distribution platforms
Illustration of Multi-platform Growth – Video
1995
TV Distribution
Over-the-air TV
Analogue Cable
Personalization
VCR
Specialty TV
Pay TV
2005
TV Distribution
Over-the-air TV
Analogue Cable
Digital Cable
DTH Satellite
Wireless Cable (MDS)
IPTV
Internet
Personalization
VCR
Specialty TV
Pay TV
DVD Player
PPV
PVR
VOD
Video Downloads
Video Streaming
Portable
Digital Video Player
Mobile Phone
Laptop Computer

31. While ownership and usage of some of the new video devices is low…
Trends in the Penetration and Usage of Video Technologies
Among Canadian Adults

32. … acceptance of these new ‘on-demand’ tools is higher among certain segments of the population
Penetration and Usage of New Video Technologies
Among Anglophone and Francophone Age Groups

33. Part 2: RADIO

34. Part 2a:
OVERALL TRENDS

35. Listening to conventional radio has decreased over the past decade
Weekly Per Capita Hours Of Listening To Radio
All Persons 12+, 1986 to 2006
SOURCE: BBM
(Fall Sweeps)

36. This is true among all age groups, but especially teens
SOURCE: BBM
(Fall Sweeps)

37. Almost 8 out of 10 hours spent listening to radio is through the FM band
AM/FM Share (%) of Tuning Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+ Fall/S4 Surveys FM FM AM AM
SOURCE: BBM

38. Out-of-home listening is still growing
Location Share (%) Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+ Fall/S4 Surveys
Home
Home
Work
Work
Car
Car
Other
Other
SOURCE: BBM

39. CBC RADIO’S AUDIENCE PERFORMANCE
Part 2b:

40. CBC Radio weekly usage maintained despite overall decline in radio usage
* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S
SOURCE: BBM

41. Record-level audience shares mean strong basis for CBC Radio’s Renewal initiative
13.0
12.7
13.0
12.8
12.6
12.4
12.3
12.4
12.3
12.2
12.2
11.5
8.9
Base: Anglophones who listened in CBC areas
* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S
SOURCE: BBM

42. CBC Radio One: Ranks in top 3 in most markets
The Share of 12+ Listening Captured by Individual
Stations
BBM S4 2006
CBC Radio One Markets
Monday to Sunday 5 a.m. to 1 a.m.
Share %
Monday to Friday 6 a.m. to 8:30 a.m.
Ranking
CBN St. John’s
9.5
16.2 2
CBG/CBT Gander/Grand Falls
13.7
25.6
CBY Corner Brook
12.4
18.5
CBCT FM Charlottetown
14.9
23.5 1
CBHA-FM Halifax
23.7
CBI Sydney/Cape Breton
20.1
29.3
CBA Moncton
18.8
CBZF FM Fredericton
14.7
20.7
CBD-FM Saint John
12.3
18.6 3
CBME-FM Montreal Anglos
4.5
5.7 5
CBO-FM Ottawa Anglos
15.8
20.9
CBLA-FM Toronto
7.3
11.0
CBE Windsor
4.0
7.1
CBCS-FM Sudbury
15.9
18.4
CBQT-FM Thunder Bay
20.5
24.6
CBW Winnipeg
9.7
13.0
CBK/CBKR-FM Regina
10.1
14.6
CBK Saskatoon
8.1
10.3
CBR Calgary
7.4
10.4
CBX Edmonton
6.0
8.2
CBU Vancouver
9.0
12.2
CBCV-FM Victoria
8.6
12.0
Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador

43. RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE
Part 2c:

44. Radio de Radio-Canada: Increased usage over the past five years
                                                    
                             
* Labour dispute affected 3 ½ out of the 8 weeks measured
** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
SOURCE: BBM

45. And audience shares that have nearly doubled
16.5
16.3
15.7
15.6
15.3
15.2
14.7
13.7
12.4
11.1
10.8
9.9
8.9
* Labour dispute affected 3 ½ out of the 8 weeks measured
** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured.
Base: French Radio Listening Among Francophones in SRC Areas
SOURCE: BBM

46. Weekday morning shares demonstrate the value of local programming
The Share of 12+ Listening Captured by Individual Stations
BBM S4 2006
Première Chaîne Markets
Monday to Sunday 5 a.m. to 1 a.m.
Share %
Monday to Friday 6 a.m. to 9 a.m.
Ranking
CBF-FM Montreal Francos 10 14 3
CBF-FM Sherbrooke 13 17 2
CBF-FM Trois-Rivières 12 15
CBV-FM Québec 18 1
CBJ-FM Saguenay 7 11 4
CBGA-FM Matana-Gaspésie-Iles 9
CJBR-FM Rimouski 21
CHLM-FM Rouyn 6
CBSI-FM Sept-Iles 16
CBOF-FM Ottawa-Gatineau Francos
CBAF-FM N. Brunswick Francos

47. EMERGING TECHNOLOGIES IN
THE AUDIO WORLD
Part 2d:

48. New Ways of Accessing Audio Content
Over the past decade, numerous new ways of accessing audio content have become available in Canada, including digital radio, pay audio, satellite radio, Internet streaming, podcasting and Internet downloading of music.
As with new video platforms, these new audio platforms provide consumers with increased choice in terms of where and how audio services can be received, increased diversity in the type of content that is available and greater flexibility and control over when content is accessed and listened to.
The new audio platforms have met with varying degrees of acceptance by the public and while the final verdict is still out on most of them, they have increased audience fragmentation and are forcing audio broadcasters to be both more thoughtful and more innovative when developing audio content and when deciding the best means to deliver it to Canadians.

49. Illustration of Multi-platform Growth – Audio
A wide array of new audio platforms, presenting a significant challenge to traditional radio
Illustration of Multi-platform Growth – Audio
1995
Distribution
Radio
On-Demand
Tapes
CDs
Portable
Walkman
2005
Distribution
Radio
Internet
Satellite Radio
On-Demand
CDs
Music Downloads
Streaming Audio
Podcasting
Portable
Walkman
Digital Audio Player
Mobile Phone

50. Trends in the Penetration and Usage of Audio Technologies
With usage of iPod/MP3 Players and audio over the Internet ranging from 6 to 21 per cent among all Canadians
Trends in the Penetration and Usage of Audio Technologies
Among Canadian Adults

51. But they have become the norm among younger age groups
Penetration and Usage of New Audio Technologies
Among Anglophone and Francophone Age Groups

52. Part 3: INTERNET

53. Part 3a:
OVERALL TRENDS

54. Broadband Internet has entered the mainstream
Home Internet Connection %
ANGLOPHONES 18+
FRANCOPHONES 18+
Total
75%
Total
60%
* Broadband and dial-up do not equal total home Internet connections because some respondents refused or don’t know what type of Internet connection they have
Source: MTM 2005

55. But weekly time spent with the Internet still lags TV and radio
Weekly Per Capita Usage of Internet, Television and Radio
Hours/Week
Adults 18+
ANGLOPHONES
FRANCOPHONES
Source: MTM 2005 (Internet), NMR and BBM (TV), BBM S (Radio)

56. CBC.ca & Radio-Canada.ca’s PERFORMANCE
Part 3b:

57. Average Monthly Unique Visitors
Traffic to CBC.ca and Radio-Canada.ca has more than doubled over the past five years
Average Monthly Unique Visitors
at Home
(000)
Total Canada 2+ At Home
Francophones 2+ At Home
266%
108%
Domain Level Report
Source: Media Metrix Canada – Total Canada

58. CBC.ca among the leaders in News and Information
SOURCE: comScore Media Metrix
(English Canada)

59. Radio-Canada.ca: Second most popular News and Information website among Francophones
SOURCE: comScore Media Metrix
(French Canada)

60. WHAT THE PUBLIC SAYS
Part 4:

61. Our Measures of Value
Since 2001, the following indicators of performance have been measured:
Satisfaction “I am satisfied with the programming on CBC/Radio-Canada Television/Radio.”
Essential “It is essential that CBC/Radio-Canada Television/Radio is available to Canadians.”
Distinctive “CBC/Radio-Canada Television/Radio has programs that aren’t on any other station or network.”
Trust in News “You can trust News and Information on CBC/Radio-Canada Television/Radio.”
Comprehensive “You can count on CBC/Radio-Canada Television/Radio to give you complete News coverage.”

62. In Fall of 2006, CBC/Radio-Canada received the support of 9 in 10 Canadians on all indicators
Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES
Among all Canadians 18+ %
In terms of:
Source: QRS 2006

63. Past Month Usage of CBC/RADIO-CANADA SERVICES
And 9 in 10 Canadians are now tuning to one of our services on a monthly basis
Past Month Usage of CBC/RADIO-CANADA SERVICES
Among all Canadians 18+ %
Source: QRS 2006

64. Corporate Image Ratings
According to a 2006 survey, CBC/Radio-Canada is a vital part of Canadian culture
Corporate Image Ratings
CBC/Radio-Canada is a vital
part of Canadian culture
You can trust CBC/Radio-Canada
CBC/Radio-Canada is an organization that delivers the
highest quality services for the resources it has available
CBC/Radio-Canada brings Canadians together as a country
CBC/Radio-Canada is in touch with ordinary people
CBC/Radio-Canada is innovative, always looking for new programs and ideas to deliver services
CBC/Radio-Canada pays attention to what the public thinks about its programs and services
CBC/Radio-Canada ensures that the funds available to them
are used to best reflect the needs and interests of Canadians
Source: Public Support Survey, TNS, April 2006

65. With its mandate continuing to be important to Canadians
Mandate Importance Ratings
Providing in-depth News and Information from a Canadian perspective
Providing News and Information that people can trust
Providing Television and Radio services which are
available to people living in all parts of Canada
Promoting our culture and identity
Serving the needs and interests
of each region of the country
Entertaining people
Providing programs of interest to
many different groups of people
Reflecting the multicultural nature of Canada
Helping people from all parts of
Canada understand each other better
Offering high quality, distinctive Canadian programming
Source: Public Support Survey, TNS, April 2006

66. And Canadians believe CBC/Radio-Canada is delivering on its mandate
Corporate Performance Ratings
Providing in-depth News and Information from a Canadian perspective
Providing News and Information that people can trust
Providing Television and Radio services which are
available to people living in all parts of Canada
Promoting our culture and identity
Reflecting the multicultural nature of Canada
Providing programs of interest to
many different groups of people
Entertaining people
Serving the needs and interests
of each region of the country
Helping people from all parts of
Canada understand each other better
Offering high quality, distinctive Canadian programming
Source: Public Support Survey, TNS, April 2006

67. Perceived Value For Money Of CBC/Radio-Canada Funding
A large majority of Canadians continue to believe that CBC/Radio-Canada represents good value for the funding it receives
Perceived Value For Money Of CBC/Radio-Canada Funding
Source: Public Support Survey, TNS April 2006

68. Per Capita Public Funding for Public Broadcasters
CBC/Radio-Canada: Poorly funded compared to other public broadcasters around the world
Per Capita Public Funding for Public Broadcasters
2004
Average = 80
C$ per inhabitant
Source: Nordicity Group Ltd. Public funding data obtained from various sources; Exchange rates from Bank of Canada. Population data from CIA World Factbook.
* Figures for Spain include an estimate for the public broadcasters of the autonomous regions.
** Data for fiscal year 2003