TVA Group leads with historic 37% market share
TVA Group, Quebec’s undisputed television leader, has set an all-time record by holding a 37% combined market share since Fall 2016, a first for any media group in Quebec. According to the Numeris audience numbers for the Spring 2017 season, TVA Network also maintained its substantial lead over Quebec’s other over-the-air networks, topping the charts seven days a week.
“It is remarkable that at a time when proliferating entertainment sources and social media are claiming more and more audience time, more people are watching TVA Network and TVA Group’s specialty channels, and they are spending more time watching them,” said Julie Tremblay, President and CEO of Quebecor Media Group and TVA Group Inc. “The historic results announced today demonstrates once again the proximity and attachment that binds television viewers to ours brands.”
TVA Group is the dominant player in the Quebec market. With a 37% market share, twice its nearest rival, it not only leads all other media groups by a wide margin but is the only one that is growing.
Three 2-million viewer shows
TVA Group had 8 of the top 10 shows in Quebec, including all of the top 3, each of which was seen by more than 2 million viewers: La Voix and the grand finale of Les Beaux malaises.
TVA Network was first seven days a week, with a 24.3% market share, more than the other two over-the-air networks combined (SRC 14.1%, V télé 6.9%).
La Voix (Sun.) 2,287,800
La Voix (Mon., April 17) 2,183,700
Les beaux malaises - la grande finale 2,027,000
Unité 9 1,950,400
Le Banquier (7 p.m.) 1,767,600
Le Banquier (7:30 p.m.) 1,509,400
Célébration 2017 1,411,800
NHL playoffs (Canadiens round 1) 1,383,600
District 31 1,337,600
Other standouts included Salut Bonjour, with a 43.7% audience share Monday through Friday, the Friday talk-show Ça finit bien la semaine, which drew an average of 859,700 viewers in its 7th season, and compelling million-viewer-plus series such as O’, Au secours de Béatrice, L’Échappée, and L’Heure Bleue. Twelve TVA shows passed the million mark, compared with only six on SRC.
TVA Network continues to lead the networks in live viewing among all viewers aged 2 and over, with 90% live viewership compared with 83% for SRC. In the coveted 25-54 demographic, TVA had 87% live viewership and SRC had 74%.
For young and old
The Numeris data also spotlight another interesting pattern: TVA is the most-watched network among all generations, including millennials. Seven of the top ten shows among millennials were on TVA Network. In the 18-34 demographic, TVA Network had a market share of 19.6%, compared with 9.7% for SRC and 7.1% for V télé. Among Generation Z, the 12-17 age group, TVA Network had a 23.9% market share, twice that of its nearest rival SRC, which had 11.7%.
TVA and LCN: The gold standard in news
The noon, 5 p.m., 6 p.m. and 10 p.m. TVA Nouvelles newscasts anchored by Pierre Bruneau and Sophie Thibault remained the news standard-setters in Quebec. The 6 p.m. newscast, simulcast on TVA Network and LCN, reached 845,000 viewers for a 34.5% market share.
Specialty channels rising
Another noteworthy result is the strong showing of TVA Group’s specialty channels, which increased their combined market share to 12.7% in Spring 2017 compared with 10.7% in the same period of 2016. TVA Sports even made it onto the list of million-viewer programs in the spring with the hockey playoffs, with some Montreal Canadiens games drawing peak audiences of 2 million.
Source: Numeris, French Quebec, January 9 through April 23, 2017, T2+