Audience Results - Digital Media
The following tables report digital media usage for all projects reporting in the 2014-2015 fiscal year. The metrics identified below are as follows: Total visits, total unique visitors, total pages viewed, as well as average duration per visit within each language and genre.
The CMF continues to refine its collection of data. This year’s process included eliminating data formerly collected from additional tools such as Google Analytics and Adobe Site Catalyst and focusing exclusively on the collection of data through one single source, comScore Digital Analytics. While fewer overall projects are being collected as the CMF transitions to reporting from one single data source, comScore dataset for fiscal 2014-2015 shows generally consistent themes compared to last year’s data.
Last year’s Children’s & Youth category, which was being collected through a combination of tools such as Google Analytics, Adobe Site Catalyst and comScore, reported an average duration per visit at 7 minutes. This year, in Children’s & Youth, comScore reported a slightly lower average time spent at 6:35 (min:sec) per visit, including 4.4M visits (sessions). In Documentary, funded projects reported average time spent at close to 2 minutes, which falls slightly under last year’s 2:30 per visit. Drama reported fewer projects using comScore data but maintains a session length of 2:01 per visit, slightly below last year’s 2:30 per visit.
In spite of fewer projects reporting from one data source, Children’s &Youth has risen from 1.5M to nearly 1.7M total visits. Time spent declined from 6:40 to 5:14. Documentary generated a steady rise in visits from 745K to 816K with the exact same average duration of 2:15 per visit. Drama increased to an average duration of 4:13 per visit compared to 3:04 last year and substantially increased its visits from 2.7 M to 5.3M. Variety & Performing Arts also maintained a steady average time spent of 2:42 as compared to 2:30 last year. Visits have also risen from 1.4 M to 1.7M.
This year, Variety and Performing Arts as well as Children’s &Youth are reporting higher visits than 2013-2014. With specific reference to Variety & Performing Arts, the number of visits increased by 200K, resulting in 939K total visits with a slight increase in average time spent at 4:18 from the previous 4:10 per visit. Documentaries declined in average time spent from 4:00 to 2:15.
Dramas reported the highest number of visits in Diverse Languages at 127K visits combined with a 3:29 average duration per visit. Documentaries reported 1.7K visits with a supported average time spent of 1:37.
Experimental projects reported an average time spent of 1:46 in 2014-2015, a decrease in time spent from the previous year at 2:16.
|Sessions (#)||Unique Visitors (#)||Pageviews (#)||Time Spent (h:mm:ss)||Average Duration (mm:ss)|
|Children’s & Youth||6,138,757||2,837,335||63,902,539||635,192:32:27||06:13:00|
|Variety & Performing Arts||2,662,666||1,452,563||7,565,575||144,537:33:19||03:15:00|
DIGITAL MEDIA REPORTING COMPLIANCE
The CMF is continuing to pursue the goal of full compliance for digital media reporting through enforcement of the comScore tagging requirement for digital media projects. As of June 2015, 62% of Convergent and 55% of Experimental projects have been tagged (all CMF-financed projects dating back to 2010), with the levels of compliance growing year after year.
Note that while a project may be funded in a particular fiscal year, it may take a number of years before the project is completed and released to market. As such, it may take several years before tagging compliance is achieved by a given project. This reality is illustrated in the table below, where projects from 2010-2011 and 2011-2012 have achieved higher levels of compliance than projects from 2014-2015.
Digital Media - Total Number of Projects Reporting
|Total 2010-2015||2014-2015 projects||2013-2014 projects||2012-2013 projects