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Television Viewing Preferences& Online SynergyMales 35-54

December 2013

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TV & Online Synergy

• In a nationally representative telephone survey, people were asked about their preferences for viewing TV programs, and their simultaneous use of TV and online devices

• Viewing TV on the big screen is clearly the preference for most Canadians, but what is also becoming clear is the symbiotic relationship between TV and online activity

• TV and online work side by side as people are exposed to advertising and work their way down the purchase funnel

And the survey says…

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Preferred device for watching TV

Males 35-54

96.5%

0.4% 1.3% 1.1% 0.8%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. Thinking about watching your favourite TV programs, where would you rather watch them?

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Preferred experience for watching TV

Males 35-54

98.0%

0.3% 1.0% 0.0% 0.8%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. How would you most prefer to watch TV programs?

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Default to the best screen available

Males 35-54

Yes No Don't Know/Refused

12.9%

85.6%

1.5%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. Could watching your favourite TV programs on a computer or mobile device replace watching them on your home TV as your preferred method of watching television?

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Simultaneous second screening

Males 35-54

Yes No Don't Know/Refused

51.7%48.0%

0.4%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. In the past week have you watched TV and used the internet at the same time?

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Screens share priority

Males 35-54

Yes No Don't Know/Refused

82.1%

15.8%

2.1%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. While you were watching TV and using the internet at the same time, were you paying attention to both?

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Screens share priority

Males 35-54

Television Internet I switch back and forth Don't Know/Refused

20.8%

8.9%

68.0%

2.2%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. Did you pay more attention to the Television or the Internet, or did you switch back and forth?

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TV works at the top of the Purchase Funnel

Males 35-54

Yes No Don't Know/Refused

57.8%

40.5%

1.7%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. Have you ever gone online and searched for information or a website based on something you saw in a television?

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Online works down the Purchase Funnel

Males 35-54

15.6%7.9%

20.2%

75.3%

7.4% 2.0%

Source: BBM Analytics December 2013 – TV-Internet Survey 2013

Q. When you went online and searched for information or a website based on something you saw in a television commercial, what did you do?