Without the good old hockey game on the air, Canadians are finding plenty of other Saturday night viewing options, new data reveals. Compared to last year, overall viewing levels are down only 5% in primetime on Saturday nights, BBM Canada data confirms. Canadian English language specialty channels have become a prime benefactor, attracting 34% of hockey viewers for an overall 20% lift in audience on Saturday nights. Meanwhile, CTV has more than doubled its 8-10 p.m. timeslot performance in key demos with its BIG BANG NIGHT ON CTV Saturday night stunt, adding more than half a million total viewers.
A closer look at the data reveals that:
• Of primetime hockey viewers, 34% have flocked to Canadian English language specialty channels, including The Comedy Network (+56,000 viewers) and TSN (+50,000 viewers).
• While CBC has retained 11% of hockey viewers, CTV has gained 19%, U.S. stations have gained 11%, and Global has gained 5%.
• CTV increases are driven by a surge of male viewers, with the Male 18-49 and Male 25-54 demos up 151% and 128% respectively.
• Earlier at 7 p.m., CTV’s W5 has also seen an increase among the key adult demos A18-34 (+13%), A25-54 (+11%), and A18-49 (+10%).
BBM Canada, Oct 13, 20, & 27. 7p-11p vs. equivalent dates last year unless otherwise noted.
Fall 2012: Sept. 24-Oct.21, 2012
Canadian English specialty stations include digital stations.