As Canada’s national public broadcaster, CBC/Radio-Canada showcases our stories, culture, and news to Canada and to the world on multiple platforms, such as television, radio and digital services. We are tasked to engage with advertising agencies and clients to secure revenue towards our Key Performance Indicators and our targets. Achieving our advertising revenue targets allows us to preserve our programming and content offerings for all Canadians who engage with our platforms.
One of the tools CBC/Radio-Canada uses is data for analysis on multi-media and consumer behaviour as well as cross-platform audience measurement for publishers and broadcasters. Vividata’s Study of the Canadian Consumer (SCC) is the industry standard for both the English and French advertising community. Their syndicated research uses a consumer panel with a sample of over 40,000 individuals collected over a rolling 52 weeks, with results released quarterly each year. CBC/Radio-Canada requires this data to assess how effectively our platforms target audiences/products/services and provide insights for our client’s advertising investments.
