cbc/radio-canada - enviroscan 1€¦ · sharing content – they are now major investors in...

1CBC/Radio-Canada - Enviroscan |

2018


TABLE OF CONTENTS

A Portrait of Canadian Audiences

4

The Battle for Audience Attention

11The Age of Data

18

The Shifting Media Industry

25

Cultural Policy Modernization

32

CBC/Radio-Canada in this Environment

38

FOREWORD

Change is nothing new in the Canadian media environment. The media industry continues to shift and evolve with significant impacts on all aspects of the environment from audiences, to funding, to analytics, to the relevancy of the industry’s policy and regulatory framework.

We bring you this document as an overview of the current state of the broadcasting landscape today with an eye to highlighting some of the key shifts that CBC/Radio-Canada and the industry at large are experiencing.

This is a foundational document which balances the in-depth and comprehensive work that we and other industry and research teams within the corporation create throughout the year.

Enterprise Research and Analysis

November 2018


EXECUTIVE SUMMARY

The way to reach Canadians is changing every day. Actually the Canadian population is also changing: in their diversity, geography and in the ways in which they access content. The thirst for content is as strong as ever, but the platforms being used are changing and

with this shift in audience behaviour we see impacts to the funding systems, the creation and production industries, and in turn, the very foundation of the Canadian media environment.

It’s clear by now that we have at our fingertips the best content that the world has to offer. In a borderless, digital world we can’t block any of it out and we can’t protect Canadian culture with barriers and regulation in the way we once did. We can however, ensure that in competing with the best of the world, Canadian stories

thrive. Yet, competition for quality content is intensifying and companies are no longer simply distributors sharing content – they are now major investors in programming worldwide.

Industry players are employing data tools to better understand audience needs. Data analytics are opening up new opportunities for companies and consumers alike. Growing access to consumer data also brings with it the responsibility of ensuring that sensitive data and potential privacy and security impacts are considered

and protected.

All the opportunities and challenges of this new environment make it imperative that Canada has effective legislative and regulatory tools in place to support increased innovation, competition, diversity and choice.

As audiences change, so too does CBC/Radio-Canada. We are more digital than ever before and we have no intention of slowing down. That’s why digital innovation continues to be a priority in our vision for the future. Ensuring that we are here for, and relevant to, Canadians at every stage of their lives is our mission and one

that we strive to achieve.


A PORTRAIT OF CANADIAN AUDIENCES


AGING POPULATION2016 - the first year where seniors 65+ outnumbered children (0-14) and this trend is expected to continue.

Source: Statistics Canada, 2018

POPULATION POPULATION

AG

E

Male Female

2016

35.2M2036

42.1M (projected)

6CBC/Radio-Canada - Enviroscan |Source: Statistics Canada

METROPOLITANIZATION IS DRIVEN BY YOUNGER ADULTS

A18-24 A25-34 A35-49 A50-64 A65+

CMAs Non-CMAs

1996 2011

GROWTH RATE OF KEY DEMOGRAPHIC GROUPS

The proportion of the Canadian population living in census metropolitan areas (CMAs) increased by 9.2% since the 2011 census, now representing 71.2% of the total population. This “metropolitanization” process is driven by adults aged 18-34 whose population is dramatically decreasing outside CMAs.

INDIGENOUS IN URBAN AREAS

In 2011, 56% of Indigenous people lived in urban areas, up from 49% in 1996.


DIVERSITY IS INCREASINGCurrent immigration trends mean that Canada is changing in many ways, including an increasingly diverse population. In fact, immigration is becoming Canada’s primary source of population growth.

Ethnocultural diversity is especially prevalent in major Canadian cities.

Source: Statistics Canada, 2018*Defined as “Visible Minority” by StatsCan

FOREIGN BORN POPULATION IN CANADA (%)

1996 2001 2006 2011 2016 2026 2036

ETHNOCULTURAL DIVERSITY* IN THE MOST DIVERSE CANADIAN CITIES

2011

2016

Toronto

47.0%

51.4%

Vancouver

45.2%

48.9%

Calgary

28.1%

33.7%

Montreal

19.4%

22.1%


ENGLISH MOTHER TONGUE FRENCH MOTHER TONGUE OTHER MOTHER TONGUE

CANADIANS SPEAK MANY LANGUAGESA significant share of the population has a mother tongue other than one of the official languages. The census shows that there are over 200 languages spoken in Canada in addition to our two official languages and language diversity is expected to continue to grow. Bilingualism is also expected to grow, particularly in Quebec.

MOTHER TONGUEStatistics Canada projects that by 2036*, the percentage of the population with an English or French mother tongue will decrease in Canada while the share of the population with a mother tongue of Other than English or French will increase.

Source: Statistics Canada Language Projections 2011 to 2036, CAT#89-657* Note: The variability ranges in 2036 estimates are due to the results from different projection scenarios developed by Statscan.

ENGLISH-FRENCH BILINGUALISM IS EXPECTED TO RISEStatistics Canada projects that French/English bilingualism is set to rise upwards of 18.8% by 2036 - up from 17.5% in 2011.

18.3%to18.8%

KNOWLEDGE OF ENGLISH

KNOWLEDGE OF FRENCH

59%

between 51% and 52% by 2036

2011

43.3% in 2011,

2011 2011

2011

2011

2011

2011

2011

2011

21% 20%

86.0%

29.8%

47.6%

94.4%

97.6%

10.2%

52% to 56%

9.8% in 2011, between 8.9% and 9.2% by 2036

2036 2036 2036

2036

2036

2036

2036

2036

2036

17% to 18% 26% to 31%

88.7% to 88.9%

27.6% to 28.4%

57.6% to 57.8%

93.2% to 93.9%

97.4% to 98%

9.3% to 9.5%

CA

NA

DA

CA

NA

DA

QU

EB

EC

QU

EB

EC

QUEBEC

RE

ST O

F C

AN

AD

AR

EST

OF

CA

NA

DA

REST OF CANADA

THE BILINGUALISM RATE WILL VARY BY REGION. 4.9% of the Canadian population identifies as Indigenous. More than 70 Indigenous languages were reported on the 2016 census. 30 of those had at least 500 speakers.


AND FINALLY WHEN IT COMES TO MEDIA, CANADIANS ARE MORE

CONNECTED THAN EVER BEFORE

70%Are Facebook Users*

85%Access

Online Video*

92%Have Internet Access

at Home

60%Have a Subscription to

an OTT service*

53%Own an Internet Connected TV

8%Own a

Smart Speaker

71%Access

Online Audio*

82%Own a

Smartphone

73%Access Social Media Sites*

58%Own a Tablet

50%Own a Game Console

5%Own a Virtual Reality

Headset

Source: MTM*Past month user


Canada’s population is

aging.

Younger Canadians are more urban.

Diversity is increasing -

Canadians speak many languages.

Canadians are digitally savvy.

KEY TAKEAWAYS

WHY IT MATTERS

Older Canadians are more inclined to use legacy services; younger Canadians are more inclined to use digital services; and providers try to serve all Canadians.

Ethnocultural and linguistic diversity are considerations in providing content that reflect the diversity of Canada and engage with varied audiences.

Services in regional markets should reflect the diversity of the local market.

The growth in bilingualism in Quebec reduces the language insulator of the French media market.


THE BATTLE FOR AUDIENCE ATTENTION


HOURS SPENT WITH TV AND RADIO ARE INCREASING...BUT ATTENTION IS NOW SPLIT ACROSS MULTIPLE PLATFORMS


FOR YOUNGER CANADIANS THE TRANSFER FROM TRADITIONAL TO DIGITAL IS MORE MARKED


BIG PLAYERS ATTRACT SIGNIFICANT ONLINE USERS

Average of Monthly Unique Visitors from January - August 2018, Canada.

10-20 MILLION UNIQUE VISITORS

20-30 MILLION UNIQUE VISITORS

Source: Comscore Media Metrix® Multi-Platform, Total Audience (desktop 2+, mobile 18+),


GROWTH IN CANADA’S ONLINE POPULATION IS ATTRIBUTABLE TO MOBILE

Source: Comscore Media Metrix® Multi-Platform, Total Audience (desktop 2+, mobile 18+), Average of Monthly Unique Visitors from 2015 (January - December) to 2018 (January - August), Canada.

CANADA’S DIGITAL POPULATION BY PLATFORM

TOTA

L U

NIQ

UE

VIS

ITO

RS

(MIL

LIO

NS)

30.6M

27.5M

22.8M

Mobile Desktop Multiplatform


FINDING NEW WAYS TO REACH AUDIENCES IS KEY TO SUCCESSWorking with new technology offerings to be a leader in reaching audiences wherever they are is a driving force in the media environment.

”50% of people in industrialized nations who interact with computers will use voice by 2021.”– Amy Webb, Future Today Institute


Audiences are embracing digital

- especially younger

Canadians.

Internet giants attract almost

half of time spent on the medium.

Mobile is a key driver of growth.

Platform diversity is important

to addressing today’s

consumer expectations.

WHY IT MATTERS

Successful companies need to be innovative to reach all audiences and benefit from early market placement.

Developing short and long-term multiplatform strategies to reach current and future audiences is key.

Being in the right place is important for audience engagement.

There is a need to focus on a continuing and evolving relationship with audiences.

KEY TAKEAWAYS


THE AGE OF DATA


In talking about data, it’s hard to separate it from the technologies that create it - they are all connected, and in essence, data represents only part of the equation. It is the fuel that powers many new technologies in our industry today.

Data is needed to power artificial intelligence as well as transactional models using blockchain technology. It is also helping to drive many new benefits, such as targeted advertising, the personalization of content and the automation of media processes.

The data trend is ultimately being driven by major strategic shifts within the industry – operating based on a consumer-first mindset.

Source: “Artificial Intelligence for Marketers, The Future is Already Here”, eMarketer, October 2016

DataAnalytics

Personalization

Automation

Targeting

Blockchain

A.I.

DATA IS THE FUEL THAT POWERS NEW EXPERIENCES


THE AGE OF DATA IS ALREADY HEREIt’s hard to capture all of the ways data and data-analytics are being used by media companies. But topline, data-analytics is being used to aid media companies to:

• To create consumer engagement

• Produce content

• Distribute content

• Promote their brands, and

• Enhance revenues

Source: State of the Media Industry 2017. Data-driven video for the win, Ooyala, May 23, 2017

CONSUMER EXPERIENCE

• Personalization of content and experiences

• Discovery and recommendation engines

• Increased content relevance

CONTENT

• Commissioning

• Content development

• Production workflows

• Asset Management

DISTRIBUTION

• Automated cross-platform distribution

• Optimized program scheduling

COMMUNICATIONS

• Individual promos

• Automatic promo creation

• Optimized promo scheduling

• Improved attribution

MONETIZATION

• Targeted advertising

• Dynamic ad creation

• Programmatic processes

• Improved security


FOR VIDEO, NUMERIS IS DEVELOPING (VAM)Today there is no holistic view of audiences (traditional and digital combined). This gap has become a growing issue in tracking the new landscape and audience behaviours.

In response to this gap, Numeris is developing Video Audience Measurement (VAM) in Canada to create a standard unit of measure to capture all video distributed across all platforms and devices.

The goal is to offer consistent measurement of audience behaviour across platforms (reach, frequency, demographics and viewing duration) VAM is planning to offer a complete understanding of “who” as well as “what” is being consumed by creating a holistic measurement solution based on Numeris demographic and audience data.

Digital offerings are also impacting the audio environment. Numeris, as the provider of audio measurement in Canada, is beginning to explore and examine the current digital and cross-platform audio measurement environment with the goal to create a total audio audience measurement solution that will address the needs of the Industry.

Source: Numeris Media Releases


DATA MANAGEMENT PLATFORMS HELP BETTER UNDERSTAND AUDIENCESOnce data has been collected and organized through a data management platform (DMP), companies can start generating insights to learn more about who their users are and what they like.

A company can create value for users by focusing on key information about what consumers like and what they want to see. The goal is to drive interest and user engagement with targeted content.

Likewise, for companies, there are significant opportunities in using the data to glean understanding and insights into consumer behaviours. Ensuring that this information gets into the hands of decision makers when they need it is also key. This is where BI (Business Intelligence) tools and data clarity become part of the equation as well.

COLLECT DATA

ANALYSE & SORT DATA

SEGMENT DATA

INTERESTED IN MUSIC

AN ENGAGED REGULAR USER

COMES FROM MONTREAL


BUT WITH DATA CAPTURE COMES RESPONSIBILITYSecurity is becoming paramount for protecting personal consumer data.

As we saw recently with the Facebook/Cambridge Analytica story, there is a significant responsibility inherent in collecting and protecting data and the risks can be huge.

Facebook is still alive, but Cambridge Analytica is not.


KEY TAKEAWAYS

Data analytics is opening up new opportunities.

Investing in data, data technologies and data expertise

is critical.

Companies are employing data tools to better

understand audience needs.

Security measures need to be in

place to protect sensitive data

and the Canadian consumer.

WHY IT MATTERS

Data analytics will be a necessary core competency for media companies of the future.

Recruiting talent and building expertise in a fast evolving data-technology world will be an important challenge.

Data utilization is transforming the media business, impacting internal processes, budget allocations and other metrics, as well as influencing the overall organizational structure.

Harnessing data and synthesizing the results in a timely manner is vital to informed decision making.

All collectors of data need to be mindful of obtaining clear consent and being respectful of consumer privacy.


THE SHIFTING MEDIA INDUSTRY


SUBSCRIPTION REVENUE IS SHIFTINGConsumption patterns such as cord cutting and shaving are reducing traditional cable and satellite subscription revenues. This is not a new trend in the market.

Wireless and Internet revenues continue to grow.

Source: CRTC

Internet Subscription Revenues

TV Subscription Revenues

Wireless Subscription Revenues

IN B

ILLI

ON

S ($

)

SUBSCRIPTION REVENUES


COMPETITION IS WIDENING WITH MORE ON THE VIDEO

HORIZONTHE INDUSTY’S NEW COMPETITION


AND THE AUDIO MARKET CONTINUES TO EXPERIENCE A SIMILAR SHIFT...PARTICULARLY FOR MUSIC CONTENT

TIME SPENT LISTENING BY FORMAT, 2004-2017*Weekly Per Capita Listening Hours

HO

UR

S /

WE

EK

LY P

ER

CA

PIT

A

Source: Numeris (Fall Diary) All Day, All Canadians 12+ and MTM.*This chart should be used to illustrate the longitudinal trend of radio use, since Numeris’ diary and MTM is consumer recall research.It significantly overestimates radio use as compared to that which is measured electronically and passively by Numeris’ PPM.

Traditional Radio

Traditional Music Stations

Traditional News / Talk Stations

Streaming Audio


DIGITAL ADVERTISING REVENUE CONTINUES TO GROW...BUT ONLY A FEW PLAYERS ARE REAPING SIGNIFICANT BENEFITSThe revenue shift to digital continues, representing over 40% of advertising spend in Canada to major media.

At the same time, almost 90% of that revenue is to display and search providers. This revenue is in the hands of the major players like Facebook and Google, and even with the introduction of numerous OTT services, video attracts only 9% of all digital advertising revenue.

Source: IAB Canada.

SHARE OF ADVERTISING SPEND BY MEDIUM INTERNET ADVERTISING REVENUE BY CATEGORY ($5.5B)

24.128.0

31.8 35.941.9

25.621.3

18.616.4

12.7

27.1 26.926.8

25.5 24.8

12.4 12.7 12.7 12.6 12.3

10.8 11.0 10.1 9.4 8.2

Digital

Newspapers

TV

Radio

Other

SEARCH

53%

0THER

<1%

VIDEO

9% CLASSIFIED

3%

DISPLAY

35%


INTERNATIONALIZATION THROUGH DIGITAL PLATFORMS Digital technologies are fundamentally disrupting traditional domestic media models. Media is experiencing a digital revolution that transforms the world as we know it. For companies, this means opportunities for new or changed business models spanning from content creation, production methods, distribution channels and data analytics to understand audiences.

Canada is a small player and with the continuing wave of international video and audio services, domestic suppliers are facing challenges. Competition for content is increasing, including the funding to create content and the distribution platforms to get that content to audiences. As geographical borders are no longer barriers to entry, competition for content is fiercer then ever.

But while internationalization brings challenges, it also brings opportunities to license content and partner with global players to co-produce and distribute content. The international arena provides an opportunity for Canada to share content which reflects Canadian perspectives with citizens from around the world.


KEY TAKEAWAYS

Traditional TV revenue streams

are declining and digital

revenues, while increasing, are not compensating for

the decline.

Global competition is intensifying for the attention of video and audio

audiences.

Revenues from digital video offerings are

a small part of overall digital

revenues.

Internationalization brings challenges and opportunities.

WHY IT MATTERS

Traditional revenues contribute to the system. As they decline, the ability to fund content creation is challenged.

The need to find ways to adequately fund the system for the creation of quality content for the future will be key to continued success.

International competitors have robust international offering that compete directly for resources and audiences.

Partnering with global players to create and distribute content can increase discoverability of offerings.


CULTURAL POLICY MODERNIZATION


KEEPING UP WITH THE NEW REALITY

All the changes in the environment are having an impact on the relevancy of the current Canadian industry’s policy and regulatory

framework.

The Government, led by Canadian Heritage, Industry Canada and the CRTC, has identified as priorities a number of initiatives. With the goal of ensuring that policies

and practices meet the realities of the new environment, a review of different aspects of the industry framework is now underway.


CREATIVE CANADA:A VISION FOR CANADA’S CREATIVE INDUSTRIESIssued from the Department of Canadian Heritage in September 2017, the report puts forth recommendations based on three pillars:

Investing in Canadian creators and their stories;

Discovering and distributing Canadian content at home and abroad; and

Strengthening public broadcasting and supporting local news.

1

2

3


HARNESSING CHANGE:THE CRTC’S REPORT ON THE FUTURE OF PROGRAMMING DISTRIBUTION IN CANADA

In its report released in June 2018, the CRTC proposed that the future legislative and regulatory approach to content and its distribution should:

• Focus on production and promotion;

• Enforce the participation of all players; and

• Be nimble, innovative and able to rapidly adapt to change.

“If Canadians and Canada are to be best equipped to move forward into the future, bold new strategies are necessary.”

- Quote from the CRTC report


THE BROADCASTING AND

TELECOMMUNICATIONS LEGISLATIVE REVIEW

The Government has launched a review of media legislation intended to examine the need for an updated and modernized framework that addresses the changes in the industry and takes into account the realities of Canadian consumers, businesses, artists, artisans and broadcasters without increasing

the cost of services to Canadians.

The review will be conducted by a panel of experts. The panel will reach out to industry players, creators, and all Canadians in order to ensure that Canada’s communications legislation takes

full advantage of the benefits that the digital age brings. The final report and recommendations are expected in January 2020.


KEY TAKEAWAYS

Policies and regulations need

to reflect the changing media

environment.

Finding a prominent place

for Canadian content and services is a goal of the

Government.

The Government wants to ensure

that legislation will take full advantage

of the benefits that the digital age

brings.

CBC/Radio-Canada’s mandate

will be studied through this

legislative review.

WHY IT MATTERS

The services provided by broadcasters and distributors, and the operating model that supports those services, needs to evolve in tandem with the changing expectations of

Canadians and the movements of the media industry.

There is a need to create an environment where Canadian content can thrive both domestically and in international markets.

It is paramount that CBC/Radio-Canada has the ability to continue to effectively meet its mandate.


CBC/RADIO-CANADA IN THIS ENVIRONMENT


OUR SERVICESCBC/Radio-Canada expresses Canadian culture and enriches the lives of all Canadians through a wide range of content that informs, enlightens and entertains.We integrate content across multiple digital platforms and originate local programming from 27 television stations, 88 radio stations and one digital-only station.

Deeply rooted in the regions, we offer diverse regional and cultural content in English, French and eight Indigenous languages (Chipewyan, Cree, Dogrib, Gwich’in, Inuktitut, Inuvialuktun, North Slavey and South Slavey) via CBC North. We also offer content internationally in five languages (French, English, Arabic, Mandarin and Spanish) for international audiences via RCInet.ca.

Source: CBC/Radio-Canada, Corporate Plan

Radio / Television Radio Television Digital Only Station


Television

Radio

Digital

CBC/RADIO-CANADA REACHES VIRTUALLY ALL CANADIANS

Source: TNS Canada, Mission Metrics Survey, 2017-2018

83% AMONG ANGLOPHONES

92% AMONG FRANCOPHONES

OVERALL MONTHLY REACH

86% of Canadians use at least one of our services during a typical month.

CBC/Radio-Canada - Enviroscan |

WE CONNECT WITH CANADIANS IN MANY,

MANY WAYS - BOTH IN THE FRENCH MARKET...

41

Sources: ICI RC Télé: Numeris (PPM), Total Canada, 2+ 2017-2018 Reg/Season (Wk 3 to Wk 33), Reach 1 min.

Radio-Canada Digital: Comscore Media Metrix® Multi-Platform, Total Audience (desktop 2+, mobile 18+), Average of Monthly Unique Visitors from August 2017 - August 2018, Canada.Apps users: Adobe Analytics (Winter 2018 - 25/12/2017 to 29/04/2018) Twitter: Brandwatch (Winter 2018 - 25/12/2017 to 29/04/2018 - excluding Olympics)*Podcasts: The data was unduplicated using a unique key created from the IP address, file name and user agent. For example, if a particular user downloads the same file more than one time during the chosen timeframe, it will count as only one download. (Spring 2018 : 29/04/2018 - 09/06/2018)Facebook -Radio-Canada info page: Facebook insights (Winter 2018 - 25/12/2017 to 29/04/2018 - excluding Olympics)

8.5MICI Radio-Canada Télé

monthly reach

4.5MRadio-Canada digital offerings - monthly

average unique visitors

519K@iciradio-canada weekly

twitter impression

550K*Weekly podcast

downloads/streams

175KWeekly

News app users

2.26MRadio-Canada Info

Facebook weekly reach

AUDIENCE DATA - FRENCH SERVICES


...AND IN THE ENGLISH MARKET

Sources: CBC TV: Numeris (PPM), Total Canada, 2+, monthly reach (Sept 1 2017 to April 30, 2018)

CBC Digital: Comscore Media Metrix® Multi-Platform, Total Audience (desktop 2+, mobile 18+), Average of Monthly Unique Visitors from August 2017 - August 2018, Canada.Apps users: Adobe AnalyticsTwitter: Twitter AnalyticsPodcasts: SumoFacebook-CBC News: Facebook Analytics (Jan 1 - April 30, 2018)

22.4MCBC TV monthly reach

16.9MCBC.ca Digital

monthly average unique visitors

14.2MWeekly Twitter

impressions

3.4MWeekly podcast

downloads/streams

1.1MUnique visitors/mth

news app users

221KDownloads/mth

Reach through home assistants

6.1MCBC News Facebook

weekly reach

AUDIENCE DATA - ENGLISH SERVICES


CBC/RADIO-CANADA IS THE MOST USED ONLINE NEWS SOURCE

* Source: Institute for Research on Public Policy (http://policyoptions.irpp.org/magazines/june-2017/traditional-media-still-most-trusted/)Comscore MMX® Multi-Platform, Custom-defined ranking including the above properties, Language French/Language Other, Average of Monthly Reach from September 2017 - July 2018, Canada. Note: The custom-defined ranking is based on domain level entities within Comscore’s News/Information category. Note: [M] Yahoo-Huff Post News Network based on October 2017 – July 2018

FRENCH NEWS/INFORMATION SITESFrancophones, Reach (%)

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erne

twor

k.C

OM

Tor

star

Dig

ital

Yah

oo-H

uffP

ost

New

s N

etw

ork

Pos

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ia N

etw

ork

Can

ada

Cor

p.

CB

C.C

A

ENGLISH NEWS/INFORMATION SITESAnglophones, Reach (%)

With the uncertainty created by information disorder and what we commonly call fake news, a broadcasters’ mission to promote reliable, rigorous journalism is more vital than ever.

The journalistic standards and values that CBC/Radio-Canada represents are crucial in this era of information disorder.

“Canadian news consumers have embraced mobile devices and social media for their fix, but still view traditional outlets as the most trustworthy source.”*

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edia

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CANADIANS HAVE A STRONG CONNECTION WITH CBC/RADIO-CANADA

Source: TNS Canada, Mission Metrics Survey, 2017-2018

82% 72%

THE MAJORITY OF CANADIANS STRONGLY BELIEVE THAT CBC/RADIO-CANADA’S PROGRAMMING...

PROVIDES INFORMATION THAT I TRUST

PROVIDES IN-DEPTH NEWS COVERAGE THAT FOSTERS A BETTER UNDERSTANDING

IS INFORMATIVE

IS OF HIGH QUALITY

PROVIDES INTERNATIONAL NEWS FROM A CANADIAN PERSPECTIVE

SUPPORTS THE CREATION OF ORIGINAL CANADIAN CONTENT

REFLECTS REGIONS OF CANADA

70%

68%

66%

65%

65%

64%

62%

of Canadians strongly agree that there is a clear need and role for CBC/Radio-Canada into the future.

of Canadians believe it is very important for Canada to have a public broadcaster like CBC/Radio-Canada.


AND CBC/RADIO-CANADA OFFERS SERVICES THAT CONNECT WITH CANADIANS THROUGHOUT THEIR LIVES

45

CBC Parents

Zone des parents

Zone des petits

CBC Kids News

podcasts

CBC News Apps

CBC Facebook Radio-Canada facebook

Traditional TV and Radio


RECOGNIZED AS THE TOP BRAND FOR MEDIA IN CANADA

CBC and Radio-Canada are the media leaders in the 2018 Leger corporate reputation study among Canadians and among people living in Québec. As part of the study, Canadians were asked what factors drive corporate reputation. And while achieving the leading position in both groups, the key factors that drive these results are markedly different.

WHAT FACTORS DRIVE CORPORATE REPUTATION?

Source: Leger 2018 Corporate Reputation Study (National and Among Québécois)

Financially Successful

Corporate Social Responsibility

Honesty and Transparency

Quality of Products and Services

Innovation

NATIONAL

QUEBEC

SECTORS NATIONAL QUÉBEC

Media CBC/Radio-Canada Radio-Canada

Web Social Medias Google Google

Drugstores Shoppers Drug Mart Groupe Jean Coutu

Department Stores / Mass Merchandisers Canadian Tire Canadian Tire

Electronic / Technologies Sony Samsung

Home Improvement Home Depot Rona

Shipping FedEx Poste Canada

Entertainment Cirque du Soleil Cirque du Soleil

Hospitality Sheraton Hilton


ONE OF THE TOP TEN MOST TRUSTED BRANDS IN

THE COUNTRYCANADA’S TOP 10 MOST TRUSTED BRANDS

FOR 2018 (RANK IN 2017):

47

Brand trust overall

Perceptions of whether the brand is trustworthy and acts with integrity.

Values-based trust

Perceptions on the brand’s social

responsibility.

Functional trust

Perceptions on how well the

brand performs or functions.

Relationship trust

Perceptions on how the brand

interacts with its consumers.

Word of mouth

The extent to which consumers recommend the brand to others.

Source: Gustavson Brand Trust Index 2018

Canadian Automobile Association (2)

MEC (1)

Costco Wholesale (3)

Fairmont Hotels & Resorts (4)

IKEA (5)

1

2

3

4

5

CBC/Radio-Canada (16)

Shoppers Drug Mart/Pharmaprix (13)

Home Depot (37)

Marriott Hotels (31)

WestJet (10)

6

7

8

9

10

The Gustavson Brand Trust Index Survey measures overall brand trust among consumers and three different dimensions of trust that influence whether consumers recommend a brand to their networks:

+1 +10

+6-1

- +29

- +22

- -


KEY TAKEAWAYS

CBC/Radio-Canada reaches

virtually all Canadians.

CBC/Radio-Canada audiences

access our content on many

platforms.

CBC and Radio-Canada

are the top media brands in the

country.

Canadians feel a strong connection with CBC/Radio-Canada and the

vast majority feel there is a clear

role and need for it in the future.

WHY IT MATTERS

Services need to continually evolve with technology to meet audience expectations.

Canadian perceptions of CBC/Radio-Canada help guide the development of our services and offerings to increase credibility.

CBC/Radio-Canada provides a connection with Canadians throughout their lives with content that supports Canadian values, fosters our national identity and tells Canadian stories.

The trust in the CBC/Radio-Canada brand is something we must not take for granted.

CBC/Radio-Canada needs to continue to expand not only the role of the public broadcaster as a leader in this ever-changing environment, but also its value and relevance for the future.

cbc/radio-canada - enviroscan 1€¦ · sharing content – they are now major investors in...

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