Average Audience of CBC Supperhour News vs.

Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, St. John's., Newfoundland
1800
"Mr. Rabinovitch said the CBC must be run more like a business..."I come from the private sector and I want to look at [the CBC] as a private-sector company," he said. "So you may not like its programs but at least [it would] not be wasting money." ...The (internal Rabinovitch) task force could conclude the public broadcaster should no longer provide other services, including local news programming, which, said Mr. Rabinovitch, are covered well by the private broadcasters." Source: National Post, Dec. 22, 1999. In the 1990's over 80,000 people watched CBNT supperhour news each night but today CJON's audience dwarfs that of CBC TV; the CBC audience loss can't be blamed on audience fragmentation or competition from the internet, etc.,otherwise CJON would have also declined.

CBNT CJON

1600

1400

1231

1231

1267

1319

1287

Average Audience (00's)

1200 1076 1000 854 800 661 600 575 422 400 761 747 839 790 877

1091

337

371

371

324

286

309

200

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Weekly Audience Reach of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, St. John's., Newfoundland
In the 1990's over 200,000 people watched the supperhour news on CBNT on a weekly basis; today, the weekly audience is less than a third that size
2281 2193 2049 2000 Audience Reach (00's) 1874 1768 2181 2125 2171 2226 2137 2222 2251 2260 2235

CBNT CJON

2500

2192

1500

1000

966 778 781 701 634 731

671

500

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Audience Share of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, St. John's., Newfoundland
70

60

In 1996 the audience share of CBNT was over 43%, among the market leaders in Canada and all of North America. How does one rationalize cutting one of the leading supperhour ?
48.1 43.6 42.7 40.2 38.3 37.6 33.7

61.4 59.0 54.5 50.8 59.5

CBNT CJON
57.5

50 41.3

Audience Share %

40

30

27.1

20

18.9 15.7 16.4 15.1 16.3 13.3 13.8

10

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Average Audience of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Fredericton, N.B.
170 159

150

130

In the late 1990's some 6,000 people watched CBAT supperhour news each night and CBAT had roughly as many viewers as its private competitor but today the CBAT audience is less than 1,000 viewers and CKCW dominates local news audiences
97

CBAT CKCW

Average Audience (00's)

110

103 88 83 79 64 57 51 75

90

85

85

70

61 60 55 48 33 22 11 8 8

50 36 30

10

-10

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

Weekly Audience Reach of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Fredericton, N.B.
303 300 280

250

In the late 1990's as many as16,000 people watched the CBAT supperhour news on a weekly basis; in 2006 the weekly audience was less than a quarter that size
204

CBAT CKCW

Audience Reach (00's)

200 178 158 150 127 114 100

183 160

180

177

182

189 177

195

145 130

81 69 50 42 26

38

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

Audience Share of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Fredericton, N.B.
60

50

In the late 1990's the audience share of CBAT was as high as 29% but it is barely measurable today; meanwhile, CKCW has grown its audience substantially and now commands over a 50% audience share; the CBC audience loss can't be blamed on audience fragmentation or competition from the internet, etc.,otherwise CKCW would have also declined.
39.6 36.4 32.9 32.6 29.9 28.0 26.0 24.5 30.3 25.4 20.9 33.4 36.7

CBAT CKCW

52.0

44.2

45.2

40 Audience Share %

30

20

17.2 13.0

10 4.3

9.6

3.4

2.8

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

Average Audience of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Halifax, N.S.
1400 In the 1990's over 40,000 people watched CBHT supperhour news each night but today CJCH's audience dwarfs that of CBC TV; the audience loss can't be blamed on audience fragmentation or competition from the internet, otherwise CJCH ld h l d li d 1085 1012 1000
Average Audience (00's)

CBHT CJCH 1170 1060 994 941 1071

1200

871 800

880 824 781

600 431 400 460 380 338 255 200 171 169 160 136 123 139

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Weekly Audience Reach of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Halifax, N.S.
In the 1990's over 100,000 people watched the supperhour news on CBHT on a weekly basis; today, the weekly audience is about a third that size 2500 2306 2325 2143 2000
Audience Reach (00's)

CBHT CJCH

2111

2166 2057 2039 1761 2032 1954 1974

1500 1109 1000

1083 966 956

571 500

497

444

396

356

358

357

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Audience Share of CBC Supperhour News vs. Main Private Station, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Halifax, N.S.
70

In 1996 the audience share of CBHT was over 22%; today it is just over 5%.
60 53.2 50 44.7 Audience Share % 44.2 43.2 42.4 53.2 47.0 48.8 46.4 58.4

CBHT CJCH

45.7

40

30 22.1 20 23.1 19.9 18.3 13.4 10 8.4 8.4 7.8 6.8

5.4

5.9

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Source: CMRI (BBM)

Average Audience of CBC Supperhour News, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Charlotteown, PEI
500

450

430 413

432

In the late 1990's some 43,000 people watched CBCT supperhour news each night and, while it has lost some audience, it is still the market leader.

CBCT CKCW

400 339 292 278 273 247 258 277

350 Average Audience (00's)

300

279

250

200

150

100 40 50 29 39 43 43 48 54 42 45 44

50

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

Weekly Audience Reach of CBC Supperhour News, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Charlotteown, PEI
767 707 700 720

In the late 1990's over 75,000 people watched the supperhour news on CBCT weekly and in 2006 CBCT the weekly audience is still very large, showing some growth since the local news segment was increased CKCW to a full hour
586 547 510 575 500 469 419

600

Audience Reach (00's)

500

481

400

300 205 139 100 158 142 133 149 134 132

200

190

126

123

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

Audience Share of CBC Supperhour News, Monday-Friday, 6:00-7:00pm, Adults 18-plus, Fall 1996 to Fall 2006, Charlotteown, PEI
90 83.7 80 79.1 78.4 72.8 70 60.9 60 Audience Share %

In the late 1990's the audience share of CBCT was over 80%, making it the most successful supperhour news program in Canada and perhaps in North America. How does one justify cutting this local service? Lacking any private competition, CBCT still captures roughly a 50% audience share today.
60.7 60.3 55.9 53.7 49.5 49.9

CBCT CKCW

50

40

30

20 9.6 5.3 9.5 9.4 9.9 11.1 9.1 8.7

10

7.8

8.3

8.0

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Note: fall 2000 adjusted for irregular data

Source: CMRI (BBM)

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