In Canada, we like to talk about news, about what is in the news, who is making the news, and who is watching news. It can be a slippery slope when you start talking about who is watching the news – everyone has their own version of that story – but here is what we know about how important CBC News is to Canadians:
Looking across all that we have to offer, and how Canadians choose to consume News, it is clear that we are the premier multi-platform news service in the country.
CBC News Network is the dominant all news channel in Canada, with audiences that are consistently much larger than either CTV News Channel or CNN, and far beyond the much smaller News Channels. To give you some specifics, CBC NN has an all day audience share of 1.5% versus 1% for CNN, 0.9% for CTV News Channel and 0.2% for SUN TV NEWS (it’s worth pointing out that CBC NN experienced a 40% growth in audience share last season).
CBCNEWS.CA is the number one news website in Canada, and has experienced strong sustained growth with a 9% increase in unique visitors in the past year. Our latest digital innovation, the CBC NEWS APP, has seen visits increase by an average of 13% EVERY MONTH since its release earlier this year, now getting well over two million visits in September.
The National is also a program that lives on multiple platforms. It airs on CBC Television, several times on CBC News Network, is streamed online and is available in a 10- minute mobile edition.
And the simple fact is that around a million Canadians are watching The National each weekday. And, contrary to some media reports, it has seen strong growth in recent years. Last season it was up 8 percent on CBC Television and even more exciting is the growth we’ve seen for The National on CBC News Network, a 30% increase during its main 9 pm ET broadcast last season.
That’s pretty outstanding, but even better is that this growth has continued for the first seven weeks of this current television season… with The National (on CBC NN) up a FURTHER 34% (in the interests of full transparency, its audiences on CBC TV are down, marginally, for the same seven week period…but the combined viewer ship… the number of Canadians who watch the show… across all platforms, is most definitely UP).
To give even more perspective to the numbers, consider this: The National on both CBC TV and CBC News Network during the first 7 weeks of this 2011/12 broadcast year had a net average daily reach of 2,223,000 (that’s the total number of Canadians who watched at least part of the program).
These are the facts, and the point here is our programs and journalism reach millions of Canadians every week.
- Jennifer McGuire, General Manager and Editor in Chief, CBC News and Centres, CBC/Radio-Canada