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Vice President and Media Director, DDB Canada
In Canada, audience fragmentation and the device divide make it difficult for marketers to target specific consumer segments. And the challenges keep piling up, as a chunk of the population cuts the cord while the majority keep watching traditional TV. eMarketer’s Sean Creamer spoke with Kathy Shapka, vice president and media director at DDB Canada, about the opportunities for marketers to target viewers across screens as the market awaits a national addressable TV solution.
eMarketer: How many consumers in Canada have gone fully digital and cut the cord with their cable providers?
Kathy Shapka: The number ranges depending on the demographic, but around 23% to 24% of adult audiences are cord-cutters. The [largest proportion of] total cord-cutters are in the 18-to-34 demographic, at 44% of that 24%.
Methods Used by Internet Users in Select Countries to Watch TV, April 2017 (% of respondents)
Digital Activities in Canada, Q4 2016 (% of population)
Weekly Time Spent with Select Media by Millennials vs. Total Consumers in Canada, Spring 2017 (hours)
Digital Ad Spending in Canada, by Format and Language, 2015 & 2016 (millions of C$ and % change)
Pay TV Subscribers in Canada Who Have Used an Alternative/Digital Video Service*, 2015-2017 (% of respondents)
The Global Media Intelligence Report, 2017
Global Video Platforms: A Country-by-Country Review of Digital Video Usage
Cord-Cutting Is a Wake-Up Call—Not a Threat—in Canada
TV Viewing Gets More Connected in Canada
Millennials in Canada Binge Watch TV More Than Older Generations