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| VisionTV ratings, audience share up |
| Posted
on Saturday, November 07, 2009 - 06:51 PM |
VisionTV has seen substantial growth in its ratings since the Aug. 31 introduction of BBM Canada's new electronic audience measurement service, the network announced today.
Mark Prasuhn, Chief Operating Officer and Chief Content Officer for VisionTV's parent company S-VOX, said that in the first six weeks of the current season, the network's weekday prime time audience averaged 122,000 viewers - a 65 percent increase over the average of 74,000 for the same time period last year.
VisionTV's weekday prime time audience share this season has averaged one percent, up from last season's average of 0.7 percent. The network's weekly 30-minute reach has also jumped 22 percent, to an average of 1.3 million viewers.
Among specialty channels that target female viewers, VisionTV ranks first in weekday prime time with the 45-plus age group, Mr. Prasuhn said. Twice in the first six weeks of this season, the network has also captured five of the top 15 English specialty TV programs among viewers aged 45-plus.
(Source: BBM Nielsen/Borealis, Total Canada, Viewers 2+, prime time - MF 7p-11p)
BBM's new service uses leading edge Portable People Meter (PPM) technology capable of following viewers no matter where they are watching television. Approximately 9,000 Canadians from coast to coast are currently carrying the PPM devices.
Mr. Prasuhn said that with its greater survey size, improved regional placement and ability to measure out-of-home viewing, the new service appears to be capturing viewers that its predecessor missed. And VisionTV has been among the beneficiaries.
"When the PPM technology was introduced," Mr. Prasuhn noted, "conventional wisdom said it would lift ratings for those channels that see a lot of out-of-home viewing, such as news and sports networks. Ratings for a channel such as ours, with its older viewership, were expected to stay level, or perhaps even decline. Yet VisionTV has enjoyed significant growth since the start of the new season. The new technology is clearly delivering a more accurate picture of our viewing audience."
Added S-VOX Director of Advertising Sales David Garby: "As the economy continues to rebound through the fall and into early 2010, we are thrilled to be able to offer our advertising partners increased audience and ratings delivery - especially in the key spending demographics."
A multi-faith and multicultural specialty network, VisionTV caters to a core demographic of female-skewing viewers aged 45-plus. Its successful prime time lineup includes vintage dramas such as Murder, She Wrote and Quantum Leap, feature film classics and the best of British comedy.
Said S-VOX President and CEO Bill Roberts: "The Canadian broadcasting industry has taken a major step forward with the introduction of PPM technology. We applaud BBM Canada for its efforts to provide a more reliable and accurate system of audience measurement."
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