TV Viewing is LIVE! : Dispelling the PVR Myths
96.7% of all Canadian TV viewing is LIVE! In 2009, the Advertising Research Foundation stated that TV advertising is as effective as it ever has been and in many cases, TV has become more effective. Recent claims have suggested that many Canadians are not watching television commercials, but according to BBM PPM data this is not the case. In order to fast forward through commercials there are two requirements one must have. The first is that you must have PVR and the second is you must be watching recorded or time delayed television. However, even with PVR you cannot skip over commercials entirely.
PPM (Portable People Meter) is the new currency in television. It has replaced the Mark II (home set top meters) in Canada. PPM is a more reliable and efficient way of measuring real people, watching real television, in real time. There was an increase of 1,870 participants in the TV panel during the Fall of 2009 through greater compliance of the younger demographics (because of its simplicity to use). PPM also captures out-of-home viewing (hotel, vacation home, office, bars, and restaurants) as well as lowers the measurement costs.
PPM’s measurement success can be noticed through a 22% increase in the first 13 weeks of overall audience to Canadian commercial television compared to the same period last year. Future applications for PPM may include encoding all forms of online video, unique commercial codes, and encoded music. Despite predictions of TV’s demise, PPM reinforces its effectiveness, with 29 million Canadians turning in nightly.
For more information on PPM and PVR myths visit TVB.ca.