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PVR 2013PVR Use
Television Bureau of CanadaSeptember 2013
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What’s a PVR?
• Everyone who subscribes to a digital cable or satellite television service must have a receiver to decode the digital television signal they receive before they can view it on their television set
• PVR’s, or Personal Video Recorders, are the hardware/software which are built into many some digital television receivers to record programming
Personal Video Recorder
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PVR PenetrationPersonal Video Recorder
HDTV Receiver
PVR
HDTV Set
Digital TV Subscriber
40.9%
46.8%
73.9%
82.2%
Source: BBM Canada
• As the penetration of digital television grows, particularly HDTV, so does the penetration of PVR’s (since they are built into many Digital & HDTV receivers)
• As of June 2013 PVR penetration in Canada has reached 46.8%
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PVR PenetrationPersonal Video Recorder
Source: BBM Canada
Mar-
09
Jun-09
Sep-09
Dec-09
Mar-
10
Jun-10
Sep-10
Dec-10
Mar-
11
Jun-11
Sep-11
Dec-11
Mar-
12
Jun-12
Sep-12
Dec-12
Mar-
13
Jun-13
05
101520253035404550
14.1
46.8
%
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PVR Penetration
• There is a higher incidence of PVR ownership in the households of Adults 25-54 (and their kids P2-17)
• Half of PVR’s can be found in the households of A18-49
• While they are less likely to be PVR owners, almost 1/3rd of PVR’s can be found in the households of A50+
Personal Video Recorder
50+
25-54
18-34
P2-17
86
109
106
110
Index vs.. Population
(19.8%)
(25.4%)
(47.7%)
(31.6%)
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year; Based on Universe figures
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PVR Use
• PVR’s allow users to pause and rewind live programming, and to very easily record programs using the electronic program guide
• Once a program has been paused and resumed (or time-delayed) viewers are no longer watching live television; the PVR may then be used to fast forward through the program until the viewer catches up to the live timeline
• Likewise, when viewing recorded programming viewers may fast forward through to the end of the recording
Personal Video Recorder
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PVR Use
• PVR use is recorded by BBM Canada as Playback viewing, and Playback is included in the audience delivery for a program
• Playback can mean viewing live programming time-delayed by pausing, or viewing recorded programming up to seven days after the original airing
• Playback viewing allows users to view the content when convenient, and to fast forward through the recorded content
Personal Video Recorder
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PVR Use
• While almost everyone in Canada watches TV weekly, PVR’s owners are slightly more likely to watch TV than non-owners (they have recorded programming they NEED to watch!)
• TV’s weekly reach of PVR owners indexes at 101 v. s. the general P2+ population
Personal Video Recorder
PVR Avg Weekly Reach
P2+ Avg Weekly Reach
98.9%
97.9%
Weekly Reach
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year
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PVR Use
• On a per capita basis only 6.2% of weekly viewing is in Playback
• PVR owners view just 12.4% of their television content in Playback
• The majority of television consumed in Canada is Live; a mode of viewing in which commercials cannot be skipped
Personal Video Recorder
PVR Owner Playback
PVR Owner Live
P2+ Playback
P2+ Live
12.4%
87.6%
6.2%
93.8%
Viewing
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year
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PVR UseShare by Viewing Mode - Total Canada
P2+ C2-11 T12-17
P2-17 A18+ A18-24
A18-34
A18-49
A25-54
A35-49
A50+ A55+ A60+ A65+
93.8% 94.3% 93.6% 94.2% 93.8% 94.5% 92.5% 92.5% 92.1% 92.2% 94.8% 95.3% 95.5% 96.1%
6.2% 5.7% 6.4% 5.8% 6.3% 5.5% 7.5% 7.5% 7.9% 7.8% 5.2% 4.7% 4.5% 3.9%
Live Playback
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year
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PVR Use
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2012/13 Broadcast Year
Share by Viewing Mode – PVR Households
P2+ C2-11 T12-17
P2-17 A18+ A18-24
A18-34
A18-49
A25-54
A35-49
A50+ A55+ A60+ A65+
87.6% 89.5% 88.3% 89.4% 87.1% 88.7% 86.3% 86.1% 86.2% 86.0% 88.5% 88.8% 89.0% 90.3%
12.4% 10.5% 11.7% 10.6% 12.9% 11.3% 13.7% 13.9% 13.8% 14.0% 11.5% 11.2% 11.0% 9.7%
Live Playback
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PVR Use
• While time spent in Playback is a small portion of overall time spent viewing, the ability to fast forward in Playback allows users to fast forward through all recorded content including commercials
• A survey conducted by BBM Analytics for TVB indicates that even in fast forward, commercials break through because people stop to watch commercials of interest
Personal Video Recorder
60+
55+
50+
35-54
35-49
25-54
25-49
18-49
18-34
18+
38.1%
39.3%
49.0%
50.5%
39.2%
49.4%
42.3%
46.6%
54.2%
47.9%
Stop to Watch Commercials
Source: BBM Analytics OmniVU September 2013
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PVR Use
• Even when users do not stop, commercial messages still break through
• A large majority of PVR users indicate they are aware of the advertisers in the commercials they are fast forwarding
• This can be attributed to a state of hyper attentiveness as users are glued to the screen to determine where in the recording they wish to stop
Personal Video Recorder
60+
55+
50+
35-54
35-49
25-54
25-49
18-49
18-34
18+
72.1%
70.2%
72.8%
73.3%
70.2%
71.8%
69.3%
65.7%
61.1%
69.4%
Aware of Commercials in FF
Source: BBM Analytics OmniVU September 2013
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PVR UseSummary
Source: BBM Analytics OmniVU September 2013
• Commercials can only be skipped during Playback
• With just 6% of total viewing in Playback, PVR’s are not having a significant effect on the opportunity to see commercials
• In the 47% of households with a PVR, only 12% of viewing is in Playback
• In PVR households, 48% of viewers report that they stop skipping to view commercials of interest, and 69% report that they are aware of the advertisers in the commercials they see during fast forward
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For more information please visit tvb.ca.