The Delta Media P.R. Clinic

The 500-channel universe has shifted

By Ken Anderson

The CRTC’s eighth annual Broadcasting Policy Monitoring Report released in July contains some important information for communicators – particularly media relations, new media professionals and advertisers.

Top 5 On-Line Activities

(Source: CRTC)
1. E-mail (90%)
2. Search for specific information (86%)
3. Specific sites of interest (81%)
4. Research information on services / products (76%)
5. Surf or browse (63%)

The first bit of data relates to the continued explosion of Internet technology itself. Seventy percent of Canadian households now have Internet subscriptions, 60% of which involves high-speed access.

Canadians in BC, Alberta and Ontario – particularly young adults aged 18 to 24 – are the heaviest Internet users.

Interestingly, 22% of those asked said they listen to the radio on the Internet while six percent said they watch TV online.

The data also challenges the notion that logging onto the Internet is time wasted.

The CRTC report reveals that almost 4 out of 10 people tuning in online are actually watching the news, as opposed to the 2 out of 10 watching either music videos or movies.

Top On-line Programming

(Source: CRTC)
1. Television shows (40%)
2. News (38%)
3. Sports (21%)
4. Music videos (21%)
5. Movies (20%)
6. Weather (10%)
7. Comedy (10%)

In fact, obtaining news podcasts was cited as the fifth most popular use of iPod and MP3 players among those with access to the Internet.

What does this all mean?

First of all, it means that the 500-channel universe has shifted substantially since even four years ago. Actually, when you add up all the English-, French- and third-language television services available in Canada, it's a 662-channel TV universe.

The point is that more and more people are shifting from the TV to online viewing - many are even watching TV and cruising the World Wide Web simultaneously!

This is leading to increasing audience fragmentation and an exponential growth in spending on Internet advertising.

As traditional TV watching continues to slide and new high-speed technologies come online, there is some evidence to suggest that the average number of hours being spent online may be levelling off.

In the final analysis, it's still a shifting landscape with everyone still trying to keep up with ever-changing audience preferences.

E-mail continues to be the primary use for the Internet. Although it has long since taken its place as the primary information channel in many organizations, e-mail is increasingly being cited as a major source of information overload.

Clearly, rather than some passing fad or idle distraction, the Internet has established itself as a primary information resource for specific information, services, sites of interest, products and services.

In other words, Canadians know what they are looking for when they go online.

So, if you want to influence them, you had better reach them before they log on - likely through multiple channels.

Perhaps the best news is that more than half (54%) of the information being accessed online by Canadians is from Canadian sites - meaning that even online, Canadians prefer their news and information to be from trusted Canadian sources.

Among the most sought-after information sources, news continues to outpace even music videos and movies in terms of online activity. Maybe we really shouldn't scoff when we see how much time some people spend online.

What do I do now?

Demographics are paramount. The old “shotgun” approach to media relations and advertising went out the window with the Commodore 64 and black & white TV. Targeting your audience or market is as important – and often as difficult – as ever.

One medium is not enough. Most people act on information from a variety of sources. Identify as many of those sources as possible and open those channels for your message.

Adopt a strategic approach rather than hounding your audience into submission. They will thank you for it. Yes, competition is keen but many of the people you want to reach are likely already wrestling with information overload.

If the Internet is not one of the channels you are currently using, use it. Build your online presence and update the information you offer on a regular basis. All the better if you can build a component to initiate a two-way dialogue.

Feedback and evaluation are critical to measuring success. You need to know whether your multi-channel awareness campaign, media event or multi-million dollar ad buy actually got people to do what you wanted them to do – and if not, why not. You need this information before you make your next marketing or communications investment.

Take the agency approach. Its amazing the perspective it provides.

Ken Anderson is Senior Counsel and Director of Training with Delta Media in Ottawa. To consult past editions of the PR Clinic or to suggest topics for future columns, please visit the tools section of www.deltamedia.ca.

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