Shaw Media happy with fall 2010 numbers

With a winning combination of returning fan favourites and hotly anticipated new additions, Shaw Media reported strong performances across both Global and Specialty for fall 2010 according to recently released confirmed final numbers. 

 

The Conventional Story

Global bench strength deepened this past fall with the addition of Hawaii Five-0, the Number 1 New Drama,  This reboot of the classic 70s TV show regularly secured robust ratings throughout the fall with over 1.9 million viewers (2+), and consistently won its time period, beating CTV’s Castle by 40%.

Global’s sophomore programs, already proven blockbuster hits, continued to deliver strong numbers, illustrating their staying power for years to come.  Pop culture sensation Glee was up 33% fall to fall and the addictive drama The Good Wife showed a 17% uptick.  Plus, NCIS:LA averaged an amazing 1.9 million viewers (2+) week to week making it a perennial top 20 show. 

Not to be outdone by the new kids on the block, long-time Global stalwarts House and Survivor led the charge by maintaining their top ten positions nationally as well as in the major markets of Toronto, Calgary and Vancouver. 

Global News created its own headlines this past fall when veteran reporter Dawna Friesen joined Global National as its anchor.  Approximately one million viewers (2+) tuned in to the 5:30pm newscast every weekday to watch the seasoned journalist provide a fresh perspective on the day’s events.  The numbers are equally strong for Global’s 6:00pm local news programs with these newscasts reaching an average of 4.7 million viewers (2+) each week.

All of these strong performances help set the stage for Global’s mid-season additions including The Chicago Code and Off The Map, Global’s new medical drama which debuted with more than 1.4 million viewers(2+) January 12.  These ratings generators will be complemented by new seasons of Kitchen Nightmares, the intriguing Survivor: Redemption Island and the welcome return of fan favourite, Celebrity Apprentice

 

The Specialty Story

Fall 2010 proved to be a record-setting season for Shaw Media specialty channels with a number of the channels experiencing all time highs. Overall, Shaw Media outpaced industry growth five to one.  Shaw Media’s leadership position was further solidified when it locked in the greatest number of channels in the top ten among all specialty players — 4 of the top 10 analogs and 8 of the top 10 digitals. 

 

Analog Details:

History Television, already a specialty powerhouse, burst out of the gate to experience its best fall ever.  History is now Canada’s #2 specialty channel, showing growth of 14%.  This significant achievement was fueled by massive audiences for Pawn Stars and American Pickers, the #2 and #3 specialty programs respectively across all specialty networks (excluding children’s and sports stations).  The Pawn Stars episode that aired on October 12, 2010 achieved an “historic” landmark, attracting over 804,000 viewers (2+), making it History Television’s most-watched single episode to that point.

Showcase’s momentum got a serious boost last year with a stellar line-up that gave the channel its best fall since 2006 and helped secure a ratings record.  The premiere of Lost Girl on September 12 was the highest rated ever for an original Canadian scripted series on Showcase, pulling in over 400,000 viewers (2+)

Cracking the top ten was just one of many accomplishments for Food Network, which enjoyed an impressive 23% jump in viewership.  The channel, experiencing year-to-year growth since 2006, also achieved its highest AMA ever (just shy of 30) this past fall as the Food Network celebrated its 10th anniversary.

 

Digital Details:

Shaw Media prevailed on the digital side as well.  With a 30% increase since last fall, National Geographic is firmly positioned as the #1 channel among digital specialty channels, and is the only digital channel to rank among the top 20 most watched specialty channels overall (#16).  Significant momentum also continued with BBC CANADA and DIY network, each advancing by 18% and 8% respectively.  With the addition of IFC and Twist TV, Shaw Media also locked in ten of the top 20 digital stations.

 

(Source: BBM Canada PPM Data, Total Canada)

Conventional: A18-49 AMA unless otherwise noted, F09 = Sep14-Dec20/09, F10 = Sep13-Dec19/10

Specialty: A25-54 AMA unless otherwise noted, F09 = Aug31/09-Jan3/10, F10 = Aug30/10-Jan2/11

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