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Audiences and Economic Indicators SPOTLIGHT ON CANADIAN DOCUMENTARIES. April 25 2005. Prepared for the Documentary Policy Advisory Group. Canadian Documentaries:. Economic Indicators: Revenue earned Gross Sales Advertising Jobs Reaching Audiences: Theatres Non-Theatrical Television.

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Audiences and Economic Indicators SPOTLIGHT ON CANADIAN DOCUMENTARIES

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Audiences and economic indicators spotlight on canadian documentaries

Audiences and Economic Indicators

SPOTLIGHT ON CANADIAN

DOCUMENTARIES

April 25 2005

Prepared for the Documentary Policy Advisory Group


Audiences and economic indicators spotlight on canadian documentaries

Canadian Documentaries:

  • Economic Indicators:

  • Revenue earned

  • Gross Sales

  • Advertising

  • Jobs

  • Reaching Audiences:

  • Theatres

  • Non-Theatrical

  • Television


Audiences and economic indicators spotlight on canadian documentaries

Economic Indicators


Audiences and economic indicators spotlight on canadian documentaries

Recoupment as a Percentage of

Commitments by Sub-format

Fiscals 2000-2001 to 2003-2004

Children & Youth

17.6%

Variety & Per. Arts

11.0%

Drama

11.0%

Documentary

9.4%

Revenue Earned

  • Sample size is limited:

  • Telefilm share of revenues after distribution advance, commissions & expenses

  • To do: expand sample and develop trends


Audiences and economic indicators spotlight on canadian documentaries

Recoupment as a Percentage of

Commitments by Sub-Format

Fiscals 1995-1996 to 2001-2002

10.9%

4.6%

3.2%

Mini-series

One-off

Series

Revenue Earned

  • In the Documentary Genre:

  • Series have the highest revenues returning 11% of total commitments


Audiences and economic indicators spotlight on canadian documentaries

Revenue Earned

Telefilm-Financed Documentaries

Recoupment Revenues Generated

  • 44% of documentaries supported did not return any revenue

  • 2% of documentaries supported account for 45% of total revenues

Fiscals 1995-1996 to 2001-2002

372

301

160

15

No

Returned

Revenues

$100,000

$100,000

$1,000 to

$1,000

or more

Less than


Audiences and economic indicators spotlight on canadian documentaries

Gross Sales

  • Sample size is limited to:

  • 35 top performing documentaries in ’98-99 from Telefilm & NFB

  • Typically a 5 year revenue cycle

  • Total sales after financing = $5 million

  • 70% of after-sales were in international markets

  • To do: expand sample and develop trends

Total Sales for 35 Projects

Canadian

Sales

30%

Foreign

Sales

70%

*Most profitable documentaries from 1998-1999 – 23 Telefilm and 12 NFB projects; 20 One-offs, 2 Mini-series and 8 Series


Audiences and economic indicators spotlight on canadian documentaries

Canadian Pre-Sales vs. Sales

By Sub-format

SERIES

65.5%

34.5%

MINI-SERIES

49.9%

50.1%

ONE-OFF

25.1%

74.9%

Pre-Sales

Sales

Gross Sales

  • For these 35 projects in ‘98-99:

  • Series were best able to put pre-sales into the financing

  • One-offs had the hardest time making pre-sales


Audiences and economic indicators spotlight on canadian documentaries

Gross Sales

Canadian vs. Foreign

Pre-sales & Sales by

Documentary Sub-format

  • For these 35 projects in ‘98-99:

  • The majority of all sales occurred in Canada, particularly for series.

  • One-offs had the greatest share of their total sales from foreign territories

SERIES

71.97%

28.03%

MINI-SERIES

66.25%

33.75%

54.01%

45.99%

ONE-OFF

Canadian

Foreign


Audiences and economic indicators spotlight on canadian documentaries

Canadian Pre-sales & Sales by

Market Segment

88.2%

10.0%

1.7%

0.1%

TV

Institution

Home Video

Theatre

Gross Sales

  • For these 35 projects in ‘98-99:

  • The most important market segment was television representing 88.2% of all pre-sales and sales.

  • No other market segment came close.


Audiences and economic indicators spotlight on canadian documentaries

Institution

Theatres

0.4%

1.8%

Home

Video

10.2%

TV

37.9%

Institution

51.4%

TV

98.2%

Telefilm Canada The National Film Board

Gross Sales

For 35 projects in ‘98-99

Canadian Pre-Sales & Sales by Market Segment


Audiences and economic indicators spotlight on canadian documentaries

Range of Rates (30 sec spot) for Canadian Documentaries

Compared to other programs

American Idol Finale

$76,990.00

$38,970.00

Law & Order SVU

Corner Gas

$21,620.00

$360.00

Documentaries - High end of range

Range of Costs per Thousand Viewers (CPM) for Canadian Documentaries

Compared to other programs

The OC

$57.40

CSI

$40.32

Documentaries – High end of range

$12.69

Advertising

Rates: Based on survey* of available inventory with a cost and an audience estimate by program for the period of April 9 through to June 30, 2005

Benefits of Branding: CPM ranges from $4-$12 for documentaries with higher end charged by specialty services with brand in documentary.

*17 broadcasters surveyed including CBC.


Audiences and economic indicators spotlight on canadian documentaries

Estimated Portion of Advertising Revenue generated by documentary programming

Conventional

Networks

3%

Specialty

Services

21.49%

Advertising Revenues

*Subset of commercial broadcasters only, not including CBC


Audiences and economic indicators spotlight on canadian documentaries

Direct

14,300

14,000

Indirect

12,900

Total

12,000

11,700

10,900

9,100

8,800

8,600

7,900

7,400

7,200

7,000

6,700

5,600

5,500

5,400

5,000

4,600

4,500

4,300

4,200

3,500

2,700

96-97

97-98

98-99

99-00

00-01

01-02

02-03

03-04

Jobs

  • The production of Canadian documentaries generated approximately 12,900 full-time equivalent jobs in 2003-2004

  • The figures for 2003-2004 show a decrease from the previous year

Full Time Equivalent Jobs


Audiences and economic indicators spotlight on canadian documentaries

Reaching Audiences


Audiences and economic indicators spotlight on canadian documentaries

Theatres

Trends

Documentary Box Office &

Number of Releases

  • An extreme jump in feature documentary box office occurred in 2004. Up 428% from previous year.

  • Michael Moore’s Fahrenheit 9/11, accounted for 40% of B.O. in 2004

  • Market share for feature documentary has gone from < 1% of overall B.O. to 1.2% of B.O. in 2004.

Documentary

Box Office

($000s)

Number of

Documentary

Films Released

30,000

70

25,000

60

20,000

50

40

15,000

30

10,000

20

5,000

10

0

0

2002

2003

2004


Audiences and economic indicators spotlight on canadian documentaries

Average Feature Film Shelf Life

(in weeks)

14

12

10

8

6

4

2

0

2002

2003

2004

Documentaries

Fiction

Theatres

Trends

  • Feature documentaries are remaining in theatres a lot longer

  • By contrast fiction films have a shorter shelf life.

  • Feature Documentaries average 5 screens per film

  • Fiction Films average 60 screens per film

  • Average b.o. per screen is similar


Audiences and economic indicators spotlight on canadian documentaries

Canadian Documentary Box

Office ($000s)

2500

2000

1500

1000

500

0

2002

2003

2004

Theatres

Canadian Documentaries

  • Similar to overall documentary growth, Canadian-made feature documentaries exhibited a startling growth in box office for 2004 ($145,000 to > $2Million)

  • The Corporation represented about $1.5 million or 75% of the Canadian documentary box office


Audiences and economic indicators spotlight on canadian documentaries

Theatres

Canadian Documentaries

  • Canadian feature documentaries reached 8% market share of all feature documentaries.

  • Canadian fiction features reached 4% market share of all fiction feature films.

  • Canadian feature documentaries contributed 5% to the overall BO earned by Canadian feature film

Canadian Feature Film

Share By Genre -2004

8%

($2,113,585)

4%

($39,286,854)

Canadian share of

Canadian share of

all Feature

all Fiction Feature

Documentaries

Films


Audiences and economic indicators spotlight on canadian documentaries

Theatres

  • The Top Five Documentaries still on screens in Canada in 2004:

  • Fahrenheit 911 – Released 2004 – Total Box Office: $18,242,989

  • Bowling For Columbine – Released 2002 – Total Box Office: $5,244,872

  • Super Size Me – Released 2004 – Total Box Office: $2,064,476

  • The Corporation – Released 2004 – Total Box Office: $1,511,731

  • NASCAR: The Imax Experience – Released 2004 – Total Box Office: $1,225,625

  • Fahrenheit 911 was the highest grossing feature documentary of all time

  • The Corporation is a Canadian-produced documentary. It was the number one Canadian documentary as well as the second highest grossing Canadian-made film overall for 2004

  • The highest grossing French-language Canadian documentary was Ce Qu’il Reste de Nous. It took seventh place overall with over $300,000 at the box office


Audiences and economic indicators spotlight on canadian documentaries

Schools

Libraries

Non-Theatrical Markets – Up to Early 1990’s - Generalized

Colleges &

Universities

Non-Theatrical

Multimedia

Home Video

Social

Business &

Services

Industry

Agencies

Community

Associations

Health

Educational

& Specialty

TV

Non-theatrical Market – Early 90’s to Present - Specialised


Audiences and economic indicators spotlight on canadian documentaries

Non-Theatrical

  • Diverse audiences are being reached at home, at the workplace and in the educational milieu.

    • Example: The National Film Board

      • Libraries - over the last five years - 1 million loans and rentals with 90% being documentaries

      • Educational milieu- almost 400,000 documentaries sold

  • More is research required to measure this consumption in the future


  • Audiences and economic indicators spotlight on canadian documentaries

    Share of all TV Hours Tuned

    Foreign-

    Productions

    Canadian-

    Productions

    48%

    52%

    Television

    Overview

    • All genres including sports, news, entertainment, etc.

    • Canadians consumed over 14 billion hours of television during the first half of the 2003-2004 broadcast season

    • Of all that viewing, a slim majority (52%) was to foreign programming

    • Data challenges

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


    Audiences and economic indicators spotlight on canadian documentaries

    Television

    Recent Audience Indicators

    Share of All TV Hours

    (Week 1-26 2003—2004 Season)

    • Canadians consumed about 784 million hours of documentary programming during the first half of the 2003-2004 broadcast season

    • This accounts for about six percent of all tuning

    Docs

    6%

    All Others

    94%

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


    Audiences and economic indicators spotlight on canadian documentaries

    Television

    Recent Audience Indicators

    Share of All TV Hours Tuned to

    Documentaries

    (Week 1-26 2003—2004 Season)

    • Of the 784 Million documentary hours consumed 533 were in English and 251 in French representing roughly:

      • 5% of overall English viewing

      • 6% of overall French viewing

    • English and French Canadians consume documentary programming at similar levels

    French

    32%

    English

    68%

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


    Audiences and economic indicators spotlight on canadian documentaries

    Television

    Recent Audience Indicators

    Share of Documentary

    Programming Hours tuned

    (Week 1-26 2003—2004 Season)

    • Although overall foreign television production is consumed more than Canadian production, in the case of documentary programming television viewers prefer home-grown products

    • Canadian documentaries account for more than 60% of all documentary tuning on television

    Foreign

    39%

    Canadian

    61%

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


    Audiences and economic indicators spotlight on canadian documentaries

    Documentary Programming

    Supply vs. Viewing (hours/week/person)

    English-Language

    Supply

    Viewing

    1996/97

    1998/99

    2000/01

    2002/03

    French-Language

    1996/97

    1998/99

    2000/01

    2002/03

    Prime Time Television

    Trends

    • More than double the documentary programming is available to prime time viewers :

      • English 700-1600hrs/wk

      • French 300-700 hrs/wk

    • Consumption is not increasing:

      • English 9 hrs/wk

      • French 11 hrs/wk

    Source: CBC Research/Nielsen Media 1996-2003 Prime Time


    Audiences and economic indicators spotlight on canadian documentaries

    Supply

    Viewing

    Prime Time Television

    Trends

    Canadian Documentary Programming

    Supply vs. Viewing Canadian Share of Hours Tuned

    • In the English market, Canadian share of supply has increased marginally to 50% while share of viewing remains around 30%.

    • In the French market, the Canadian share of supply and viewing dropped sharply in 1998 and has levelled off since at about 60%

    English-Language

    1996/97

    1998/99

    2000/01

    2002/03

    French-Language

    1996/97

    1998/99

    2000/01

    2002/03

    Source: CBC Research/Nielsen Media 1996-2003 Canadian SHARE of Hours/Week/Person Prime time


    Audiences and economic indicators spotlight on canadian documentaries

    Television

    Recent Audience Indicators

    Sub-Format Share of all Viewing to

    • The on-going series sub-format accounts for the majority of hours tuned to documentary programming

    • However, the distribution of TUNING almost exactly matches the distribution of AVAILABILITY which suggests that the sub-formats are equally appealing to Canadians

    Canadian Documentary Programming

    Miniseries

    One off

    4%

    14%

    Series

    82%

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


    Audiences and economic indicators spotlight on canadian documentaries

    Television

    Recent Audience Indicators

    • CUMULATIVELY, on-going series account for the most viewing, but one-offs and mini-series tend to have higher SINGLE-VIEW AUDIENCES.The top five single-airing audiences for documentaries were all one-offs or mini-series.

    Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year


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