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1
Audiences and Economic Indicators
SPOTLIGHT ON CANADIAN
DOCUMENTARIES
Prepared for the Documentary Policy Advisory Group
April 25 2005
2
Canadian Documentaries:Economic Indicators:•Revenue earned
•Gross Sales
•Advertising
•Jobs
Reaching Audiences:•Theatres
•Non-Theatrical
•Television
3
Economic Indicators
4
Revenue Earned
Sample size is limited:
•Telefilm share of revenues after distribution advance, commissions & expenses
•To do: expand sample and develop trends
Recoupment as a Percentage of Commitments by Sub-format
Fiscals 2000-2001 to 2003-2004
9.4%
11.0%
11.0%
17.6%
Documentary
Drama
Variety & Per. Arts
Children & Youth
5
Revenue Earned
In the Documentary Genre:
•Series have the highest revenues returning 11% of total commitments
Fiscals 1995-1996 to 2001-2002
3.2%
4.6%
10.9%
Mini-series One-off Series
Recoupment as a Percentage of Commitments by Sub-Format
6
Revenue Earned
•44% of documentaries supported did not return any revenue
•2% of documentaries supported account for 45% of total revenues
Fiscals 1995-1996 to 2001-2002
Telefilm-Financed Documentaries Recoupment Revenues Generated
372
160
301
15
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ore
7
Gross Sales
Canadian Sales30%
ForeignSales70%
Total Sales for 35 Projects
Sample size is limited to:
•35 top performing documentaries in ’98-99 from Telefilm & NFB
•Typically a 5 year revenue cycle
•Total sales after financing = $5 million
•70% of after-sales were in international markets
•To do: expand sample and develop trends *Most profitable documentaries from 1998-1999 – 23 Telefilm and 12 NFB projects; 20 One-offs, 2 Mini-series and 8 Series
8
Gross Sales
For these 35 projects in ‘98-99:
•Series were best able to put pre-sales into the financing
•One-offs had the hardest time making pre-sales
Canadian Pre-Sales vs. Sales By Sub-format
25.1%
49.9%
65.5%
74.9%
50.1%
34.5%
ONE-OFF
MINI-SERIES
SERIES
Pre-Sales
Sales
9
Gross Sales
ONE-OFF
MINI-SERIES
SERIES
Canadian
Foreign
For these 35 projects in ‘98-99:
•The majority of all sales occurred in Canada, particularly for series.
•One-offs had the greatest share of their total sales from foreign territories
Canadian vs. Foreign Pre-sales & Sales by
Documentary Sub-format
54.01%
66.25%
71.97%
45.99%
33.75%
28.03%
10
Gross Sales
For these 35 projects in ‘98-99:
•The most important market segment was television representing 88.2% of all pre-sales and sales.
•No other market segment came close. 10.0%
1.7% 0.1%
TV Institution Home Video Theatre
Canadian Pre-sales & Sales by Market Segment
88.2%
11
Gross Sales For 35 projects in ‘98-99
Canadian Pre-Sales & Sales by Market Segment
Telefilm Canada The National Film Board
Theatres0.4%
Institution51.4%
TV37.9%
Home Video10.2%
Institution
1.8%
TV98.2%
12
Advertising
Range of Rates (30 sec spot) for Canadian Documentaries Compared to other programs
$360.00
$21,620.00
$38,970.00
$76,990.00
Documentaries - High end of range
Corner Gas
Law & Order SVU
American Idol Finale
Range of Costs per Thousand Viewers (CPM) for Canadian DocumentariesCompared to other programs
$12.69
$40.32
$57.40
Documentaries – High end of range
CSI
The OC
Rates: Based on survey* of available inventory with a cost and an audience estimate by program for the period of April 9 through to June 30, 2005
*17 broadcasters surveyed including CBC.
Benefits of Branding: CPM ranges from $4-$12 for documentaries with higher end charged by specialty services with brand in documentary.
13
Advertising Revenues
21.49%
3%
Specialty Services
ConventionalNetworks
Estimated Portion of Advertising Revenue generated by documentary programming
*Subset of commercial broadcasters only, not including CBC
14
Jobs•The production of Canadian documentaries generated approximately 12,900 full-time equivalent jobs in 2003-2004
•The figures for 2003-2004 show a decrease from the previous year
Full Time Equivalent Jobs
2,7003,500
4,500
6,7007,400
8,800
5,400 5,0004,300
5,600
7,200
4,200 4,6005,500
8,6007,900
7,000
9,100
11,70010,900
12,000
14,300 14,00012,900
96-97 97-98 98-99 99-00 00-01 01-02 02-03 03-04
Direct
Indirect
Total
15
Reaching Audiences
16
Theatres
Trends
Documentary Box Office
($000s)
0
5,000
10,000
15,000
20,000
25,000
30,000
2002 2003 2004
•An extreme jump in feature documentary box office occurred in 2004. Up 428% from previous year.
•Michael Moore’s Fahrenheit 9/11, accounted for 40% of B.O. in 2004
•Market share for feature documentary has gone from < 1% of overall B.O. to 1.2% of B.O. in 2004.
Number of Documentary
Films Released
0
10
20
30
40
50
60
70
Documentary Box Office &Number of Releases
17
Theatres
Trends
Average Feature Film Shelf Life (in weeks)
0
2
4
6
8
10
12
14
2002 2003 2004
Documentaries Fiction
•Feature documentaries are remaining in theatres a lot longer
•By contrast fiction films have a shorter shelf life.
•Feature Documentaries average 5 screens per film
•Fiction Films average 60 screens per film
•Average b.o. per screen is similar
18
Theatres
Canadian Documentaries
•Similar to overall documentary growth, Canadian-made feature documentaries exhibited a startling growth in box office for 2004 ($145,000 to > $2Million)
•The Corporation represented about $1.5 million or 75% of the Canadian documentary box office
Canadian Documentary Box
Office ($000s)
0
500
1000
1500
2000
2500
2002 2003 2004
19
Theatres
Canadian Documentaries
•Canadian feature documentaries reached 8% market share of all feature documentaries.
•Canadian fiction features reached 4% market share of all fiction feature films.
•Canadian feature documentaries contributed 5% to the overall BO earned by Canadian feature film
Canadian Feature Film Share By Genre -2004
8%($2,113,585)
4%($39,286,854)
Canadian share ofall Feature
Documentaries
Canadian share ofall Fiction Feature
Films
20
Theatres
The Top Five Documentaries still on screens in Canada in 2004:1. Fahrenheit 911 – Released 2004 – Total Box Office: $18,242,9892. Bowling For Columbine – Released 2002 – Total Box Office: $5,244,872 3. Super Size Me – Released 2004 – Total Box Office: $2,064,4764. The Corporation – Released 2004 – Total Box Office: $1,511,7315. NASCAR: The Imax Experience – Released 2004 – Total Box Office: $1,225,625
• Fahrenheit 911 was the highest grossing feature documentary of all time
• The Corporation is a Canadian-produced documentary. It was the number one Canadian documentary as well as the second highest grossing Canadian-made film overall for 2004
• The highest grossing French-language Canadian documentary was Ce Qu’il Reste de Nous. It took seventh place overall with over $300,000 at the box office
21
Non-Theatrical
Educational & Specialty
TV
Social Services Agencies
Community Associations
Multimedia
Health
Home Video
Business & Industry
Colleges &
Universities
SchoolsLibraries
Non-theatrical Market – Early 90’s to Present - Specialised
Non-Theatrical Markets – Up to Early 1990’s - Generalized
22
Non-Theatrical
Diverse audiences are being reached at home, at the workplace and in the educational milieu.
Example: The National Film Board•Libraries - over the last five years - 1 million loans and rentals with 90% being documentaries•Educational milieu- almost 400,000 documentaries sold
More is research required to measure this consumption in the future
23
Television
Share of all TV Hours Tuned
Foreign-Productions
52%
Canadian-Productions
48%
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
•All genres including sports, news, entertainment, etc.
•Canadians consumed over 14 billion hours of television during the first half of the 2003-2004 broadcast season
•Of all that viewing, a slim majority (52%) was to foreign programming
•Data challenges
Overview
24
Television Recent Audience Indicators
•Canadians consumed about 784 million hours of documentary programming during the first half of the 2003-2004 broadcast season
•This accounts for about six percent of all tuning
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
Share of All TV Hours (Week 1-26 2003—2004 Season)
All Others
94%
Docs
6%
25
Television
Share of All TV Hours Tuned to Documentaries
(Week 1-26 2003—2004 Season)
English
68%
French
32%
•Of the 784 Million documentary hours consumed 533 were in English and 251 in French representing roughly:
•5% of overall English viewing
•6% of overall French viewing
•English and French Canadians consume documentary programming at similar levels
Recent Audience Indicators
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
26
Television Share of Documentary
Programming Hours tuned(Week 1-26 2003—2004 Season)
Canadian
61%
Foreign
39%
Recent Audience Indicators
•Although overall foreign television production is consumed more than Canadian production, in the case of documentary programming television viewers prefer home-grown products
•Canadian documentaries account for more than 60% of all documentary tuning on television
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
27
Prime Time Television Trends•More than double the documentary programming is available to prime time viewers :
•English 700-1600hrs/wk•French 300-700 hrs/wk
•Consumption is not increasing: •English 9 hrs/wk•French 11 hrs/wk
English-Language
Documentary Programming Supply vs. Viewing (hours/week/person)
Supply Viewing
French-Language
1996/97 1998/99 2000/01 2002/03
1996/97 1998/99 2000/01 2002/03
Source: CBC Research/Nielsen Media 1996-2003 Prime Time
28
Prime Time Television Trends•In the English market, Canadian share of supply has increased marginally to 50% while share of viewing remains around 30%.
•In the French market, the Canadian share of supply and viewing dropped sharply in 1998 and has levelled off since at about 60%
Source: CBC Research/Nielsen Media 1996-2003 Canadian SHARE of Hours/Week/Person Prime time
English-Language
Canadian Documentary Programming Supply vs. Viewing Canadian Share of Hours Tuned
Supply Viewing
French-Language
1996/97 1998/99 2000/01 2002/03
1996/97 1998/99 2000/01 2002/03
29
Television Recent Audience Indicators
•The on-going series sub-format accounts for the majority of hours tuned to documentary programming
•However, the distribution of TUNING almost exactly matches the distribution of AVAILABILITY which suggests that the sub-formats are equally appealing to Canadians
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
Sub-Format Share of all Viewing to
Canadian Documentary Programming
Miniseries
4% One off
14%
Series
82%
30
Television Recent Audience Indicators
•CUMULATIVELY, on-going series account for the most viewing, but one-offs and mini-series tend to have higher SINGLE-VIEW AUDIENCES.The top five single-airing audiences for documentaries were all one-offs or mini-series.
Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year
Documentary Programming - Sept 2003 to Feb 2004
Program Ntwrk. CountryInd.2+ AMA
(000)EnglishBorn Rich CTV Foreign 1,263.1City Of Ruins CBC Canada 964.5Behind The Lens:Prime Suspect Pt. 2 CBC Canada 791.4Documentaries CTV Canada 733.6Asteroid! The Doomsday Rock CBC Canada 727.3
FrenchCéline Dion: 1 fille & 4 types TVA Canada 1545.1Wilfred Le Bouthillier TVA Canada 842.17 mensonges de George Bush TVA Other 805.5À hauteur d'homme SRC Canada 762.6SP: Marc Dupré TVA Canada 650.4