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Television Viewing Preferences& Online SynergyFemales 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

Females 35-54

92.2%

2.2% 1.9% 2.2% 1.4%

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

Females 35-54

95.2%

1.5% 0.6% 2.0% 0.7%

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

Females 35-54

Yes No Don't Know/Refused

11.1%

85.7%

3.2%

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

Females 35-54

Yes No Don't Know/Refused

45.7%

54.0%

0.3%

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

Females 35-54

Yes No Don't Know/Refused

83.7%

13.8%

2.5%

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

Females 35-54

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

14.5%8.5%

77.1%

0.0%

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

Females 35-54

Yes No Don't Know/Refused

49.8% 50.2%

0.0%

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

Females 35-54

10.2% 6.1%

22.4%

67.7%

3.3% 5.0%

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?