Audiences and Economic Indicators SPOTLIGHT ON CANADIAN DOCUMENTARIES Prepared for the Documentary...

Audiences and Economic Indicators

SPOTLIGHT ON CANADIAN

DOCUMENTARIES

Prepared for the Documentary Policy Advisory Group

Canadian Documentaries:Economic Indicators:•Recoupment

•Sales

•Branding

•Jobs

Reaching Audiences:•Feature Film

•Non-Theatrical

•Television

Economic Indicators

Recoupment

•The Children & Youth genre has the highest recoupment rate

•Documentaries have the lowest recoupment as a percentage of commitments

Recoupment as a Percentage of Commitments by Genre

Fiscals 2000-2001 to 2003-2004

9.4%

11.0%

11.0%

17.6%

Documentary

Drama

Variety & Per. Arts

Children & Youth

A Proxy for Market Performance

Recoupment

•The on-going series sub-format has the highest recoupment rate with almost 11 percent of the commitment amount

•Mini-series have the lowest recoupment rate

Fiscals 1995-1996 to 2001-2002

3.2%

4.6%

10.9%

Mini-series One-off Series

Recoupment as a Percentage of Commitments by Genre

A Proxy for Market Performance

Sales

Canadian Sales30%

ForeignSales70%

Total Sales for 35 Projects

•Total sales of 35 documentary projects supported by Telefilm and the NFB* after financing were almost $5 million

•30% of the sales after financing took place in the Canadian market and 70% in international markets

• The most profitable Canadian documentaries have export capacity.

*Most profitable documentaries from 1998-1999

Sales

$157,584

$97,649

English Projects

French Projects

Average Sales per Project by Language of Production

•Of the 35 NFB and Telefilm projects, twenty-five were produced in English and ten were produced in French

•English-language projects had about 61% higher dollar-sales-per-project than the French-language productions

Sales

Total Canadian sales come from the market segments of television, institutional, home video and theatres. The most important market segment is television representing 51% of all sales, followed by 41% for the institutional market and home video (direct sales to consumers or rentals) accounting for the balance (7%). The receipts from the theatrical market are marginal

51.4%

41.3%

7.0%0.3%

TV Institutional Home Video Theatre

Canadian Sales by Market Segment (Overall)

Sales

For English-language productions, the market segment distribution is similar to the total with only slightly lower television representation and slightly higher representation in the institutional segment.

49.1%44.1%

6.5%0.3%


Canadian Sales by Market Segment

(English-Language Productions)

Sales

French-language productions have a higher distribution in the television segment than English-language productions and in home video, but have much smaller representation in institutional.

59.0%

32.6%

8.3%

0.1%



(French-Language Production)

Sales

When total sales are broken down to the respective parts, PRE-SALES and SALES, the series sub-format proves to have the highest share of pre-sales (almost 70%) whereas one-off documentaries have the lowest (just over a quarter).

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

Sales

TV82.2%

Institutional17.8%

TV34.8%

Institutional54.0%

Home Video10.7%

Theatres0.4%


Telefilm Canada The National Film Board

Sales

38.6%

32.6%

18.8%

61.4%

67.4%

81.3%

ONE-OFF

MINI-SERIES

SERIES

Canadian

Foreign

•One-off documentaries get the highest share of their sales from the Canadian market

•On-going documentaries get a more significant part of their sales from foreign markets

Canadian vs. Foreign Sales by Documentary Sub-format

Branding

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 for Canadian DocumentariesCompared to other programs

$12.69

$40.32

$57.40

Documentaries – High end of range

CSI

The OC

An analysis of rates for 30 second spots as well as cost-per-thousands among major Canadian network show that they are

valued much lower than other popular prime time programs

Branding Canadian specialty services place a higher premium on the

brand of documentary programming. Of a sub-set of relevant specialty services, 21 percent of their advertising revenue is

generated by documentary. Only three percent is generated on the conventional national networks.

24.49%

3%

Specialty Services

ConventionalNetworks

Portion of Advertising Revenue generated by documentary programming

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 in terms of indirect jobs but the general trend shows that documentary production in Canada continues to be an important engine for the creation of Canadian jobs

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

Audiences and Economic Indicators

SPOTLIGHT ON CANADIAN

DOCUMENTARIES

Prepared for the Documentary Policy Advisory Group

Reaching Audiences

Feature Film

Trends

Documentary Box Office

($000s)

0

5,000

10,000

15,000

20,000

25,000

30,000

2002 2003 2004

•No doubt due to the popularity of Michael Moore’s Fahrenheit 9/11, an extreme jump in feature documentary box office occurred in 2004

•2004 saw $25 million in box office receipts for documentaries. This represents an astounding 428% increase.

•More documentary films were released in 2004 than in 2002 and 2003 combined

Number of Documentary

Films Released

0

10

20

30

40

50

60

70

Documentary Box Office &Number of Releases

Feature Film

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 than they use to

•Feature documentaries are increasing their screen longevity at the same time, fiction films are proving to have a shorter shelf life.

Feature Film

Canadian Documentaries

•Similar to overall documentary growth, Canadian-made feature documentaries exhibited a startling growth in box office for 2004

•In 2004, Canadian documentaries accounted for over $2 million dollars in box office sales compared to $145,000 for the previous year

Canadian Documentary Box

Office ($000s)

0

500

1000

1500

2000

2500

2002 2003 2004

Feature Film

Canadian Documentaries

•Canadian productions accounted for about 8 percent of all documentary box office receipts

• Canadian feature documentaries are twice as successful in their respective market as Canadian fiction films are.

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

Feature Film

The Top Five Documentaries in Canada Overall:

1. Fahrenheit 9 / 11 – 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

Non-Theatrical

Colleges & Universities

SchoolsLibraries

Non-Theatrical Markets – Up to the Early 1990s - Generalized

Non-Theatrical

Educational & Specialty

TV

Social Services Agencies

Community Associations

Multimedia

Health

Home Video

Business & Industry

Non-theatrical Market – Early 1990s to Present - Specialised

Non-Theatrical

Diversity and reach of the non-theatrical sector

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 - almost 1 million documentaries in loans and rentals•Educational milieu- almost 400,000 documentaries sold

More research is required to measure this consumption in the future

Television

Share of all TV Hours Tuned

Foreign-Produced

52%

Canadian-Produced

48%

Source: BBM National Meter Service, Weeks 1-26, 2003-2004 Broadcast Year

•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

Overview

Television Trends•In both English and French markets, there have been significant increases in documentary programming AVAILABLILITY on television

•Despite the increase in availability, consumption has been relatively flat – no increase at all in the English market, and a slight increase in the French market

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 Primetime

Television Trends•There has been a steady growth in availability of Canadian documentaries in both languages.

•Except for an anomalous drop in 1996-97 in the French market, viewing levels increased along with supply.

Source: CBC Research/Nielsen Media 1996-2003 All Day Canadian share figure applied to hours/week/person figures

English-Language

Canadian 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

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


Share of All TV Hours (Week 1-26 2003—2004 Season)

All Others

94%

Docs

6%

Television

Share of All TV Hours Tuned to Documentaries

(Week 1-26 2003—2004 Season)

English

68%

French

32%

•Due to the higher population and the larger selection of services, television consumption overall tends to be about twice to two-thirds higher for the English market than French

•The English market accounts for 68% of all documentary viewing compared to 32% for the French market – this indicates that the language markets have an equal interest in documentaries

Recent Audience Indicators


Television Share of Documentary

Programming Hours tuned(Week 1-26 2003—2004 Season)

Canadian

61%

Foreign

39%

Recent Audience Indicators

•Although overall foreign television programming is consumed more than Canadian-produced programming, in the case of documentary programming television viewers prefer home-grown products

•Canadian-produced documentaries account for more than two-thirds of all documentary tuning on television



•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


Sub-Format Share of all Viewing to

Canadian Documentary Programming

Miniseries

4% One off

14%

Series

82%


•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.


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

Audiences and Economic Indicators SPOTLIGHT ON CANADIAN DOCUMENTARIES Prepared for the Documentary...

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