CTV’s Olympic audience projections plummeted in Quebec

   The final audience results for Vancouver Olympic television coverage are  in.  And the news for the CTV-Rogers consortium is good.

  CTV, along with its affiliated Olympic channels, exceeded most of the viewership projections given to advertisers – with one major exception.

  In the province of Quebec, the forecast that CTV-Rogers presented to advertisers for Olympic programming on the Quebec broadcast network, V, fell well short.

   V’s average prime time audience of 564,000 was a whopping 44 per cent below the 1.011 million that CTV-Rogers anticipated.

  V, formerly Television Quartre-Saisons, failed to meet the audience forecasts given to advertisers in any of the time slots. V was 45 per cent under for the Olympic afternoon estimate. The weekend audiences were down 30 to 33 per cent.

  What happened? Well, perhaps V did not under-perform. It’s possible, maybe even likely, that CTV-Rogers, when putting together its projections, over-rated Quebec interest in a Winter Games, which were, after all, thousands of kilometers away and over the mountains to a region where a French Canadian athlete didn’t even make the short list of four for the cauldron lighting ceremony at BC Place. And where the head of VANOC struggled mightily to put together three words of French in his closing address.

   Yes, the people at Olympic rights holding CTVglobmedia, which included The Globe and Mail, and CTV’s consortium partner, Rogers, had been giddy with excitement for months over the domestic Games. But perhaps the thrill  failed to resonate quite as much in Quebec.

   RDS, the French language sports cable channel, exceeded the forecast that CTV gave advertisers, but its projected numbers were smaller than those assigned to V, which reaches a larger Quebec audience. For example, RDS’s prime time average was pegged at only 154,000. It averaged 427,000.

   Overall, the Olympic audiences for CTV and its affiliated channels were excellent.   For CTV, the prime time estimate was 3.499 million. It achieved 4.163 million.

   The prime time forecast for TSN was 599,000. It averaged 1.077 million. Rogers Sportsnet’s prime time projection was 503,000. Its average was 935,000.

  CTV did fall short in Olympic Pacific Prime time (midnight to 2 a.m. ET). CTV projected 2.397 million for its main network and got only 1.017 million. Why? Viewers in the East were asleep. In the West, the audience had watched the live telecasts earlier.

Sidney Crosby led all Olympic athletes in online discussion during the Olympics, Adweek reported on Thursday. He finished ahead of  high profile U.S. athletes Apolo Anton, Lindsey Vonn and Bode Miller. 

TSN did well with its NHL trade deadline coverage on Wednesday despite the absence of big deals. It averaged 184,000 viewers over 10 hours (8 a.m. to 6 p.m. ET), more than doubling Sportsnet’s audience of 85,000 (8 a.m. to 6:30 p.m.). That’s Hockey drew 384,000 followed by the Vancouver Canucks-Detroit Red Wings telecast, which pulled a large 865,000. TSN.ca enjoyed its fourth busiest day ever. It had 12.8 million page views, more than four times the daily average.

 The good news for Sportsnet with its deadline coverage was its audience increase from last year. It’s 85,000 audience was up 19 per cent from 2009. TSN’s audience was flat with last year. Sportsnet also had 200,000 streams of its telecast compared with TSN’s 100,000.

The application by Rogers for a  national sports channel was approved by the CRTC this week. In its application, Rogers said the channel will air NHL games involving Canadian teams. Rogers doesn’t have a national cable TV deal with the NHL. It has regional agreements will five of the six NHL teams.  Therefore, the NHL games carried on the national feed would be blacked out in all regions except the one in which the Canadian team is playing.  Insiders don’t expect the national channel to launch  for several years.

TV insiders are giving TSN’s James Duthie high marks for his work at Vancouver, where he doubled as CTV afternoon co-host and men’s hockey anchor. They liked his interviewing skills, humour and easy style. One said he felt Duthie could move out of sports to something in news or entertainment.

 As I reported at Yahoo Canada! on Monday, CTV pulled Brian Williams and Lloyd Robertson off the Vancouver Olympic closing ceremonies and gave the co-hosting assignments to Duthie and Lisa LaFlamme. My guess is CTV was unhappy with Williams and Robertson on the opening ceremony. Williams’ minimalist approach didn’t work. Sometimes less isn’t more.

Look for TSN to announce a fairly significant soccer property acquisition sometime in the next few weeks. TSN2 is expected to announce new programming as well.

At the Toronto Star, Chris Zelkovich seemed a little confused about the cost of a 30-second commercial airing during the gold medal game in Olympic men’s hockey. He suggested the ask would be $300,000, then quoted “advertising sources” as saying the price was actually $240,000.

  People I talked to in advertising have no idea what Chris was talking about. As I reported on this website Feb. 25, the price for a 30-second spot on the men’s semi-final, Canada-Slovakia, was $215,000, up from the standard Olympic price time rate of $90,000. CTV was asking $365,000 for an ad running during the men’s hockey gold medal game.

TRADE DEADLINE TALK: The topsy-turvy world of the Leafs

   A slow morning at the NHL trade deadline made for all talk and no action, or little anyway, for TSN and Rogers Sportsnet.

  To fill time, the networks hooked up with hockey personalities, and it worked out pretty well. Sportsnet had a conversation with Gary Roberts, the fitness guru and former NHL star. TSN did a remote with Sidney Crosby, who talked about the Olympics and the acquisition of Toronto Maple Leaf forward Alexei Ponikarvosky.

    On the scoop ledger, it was even during the morning. Sportsnet first reported the Derek Morris trade to Phoenix from Boston. TSN countered with the Martin Skouda deal to New Jersey from Toronto, and also the Dennis Seidenberg trade to Boston from Florida. Sportsnet had the Aaron Ward trade to Anaheim from Carolina.

   Guest analysts included Mike Peca and Mike Keenan for TSN, and Marty McSorley for Sportsnet. TSN assembled its Reporters panel of Dave Hodge with Damien Cox, Mike Farber and Steve Simmons.

   It’s always an education to hear Cox talk hockey and assert his approval of Toronto Maple Leaf general manager Brian Burke. He’s been a Burke supporter from the get-go, enthusing about the talent the Leafs have on the farm and rating the Phil Kessel trade as brilliant.

  Based on what Kessel has done with the Leafs, and showed at the Olympic tournament, that assessment doesn’t square with the real world. Truth is, the Kessel trade, for two first round picks, plus a second, going to Boston, was a reckless, irresponsible decision that has set back the team’s development for years.

   Still, Cox yesterday continued to express support for Burke’s “blueprint” for success, arguing Kessel could develop into a star. As for the loss of the two first rounders, he said the Leafs just need to compensate by acquiring draft picks from other teams. True, but they won’t be first rounders. They got a fifth for Skoula.

    The TSN panel – in fact, nobody in the Toronto sports media that I’ve heard, with the exception of perhaps Bill Watters  – did not take Burke to task for the insanity of the Kessel trade.

  Simmons did make a valid observation about the upside-down world of Leaf decision making. He noted that a year ago the Leafs, well out of the playoffs, could have played out their losing hand and finished low enough to draft very high.

  Instead, they  went out and acquired goalie Martin Gerber, who won some games. So, instead of finishing  in the top three or four, the Leafs drafted seventh and took Nazem Kadri, who is no sure thing by any means.

   What if, instead, the Leafs had continued on their road to mediocrity and  drafted third? That gets them Matt Duchene, and the rebuilding begins in earnest.

    Fast forward to this season when it makes sense to the Leafs to try to win a few games to keep Boston from picking in the top three. What does Burke do? He cleans house – Pierre McGuire described the talent up front as an AHL lineup — thus basically ensuring Boston will pick in the top two or three, perhaps even No.1 overall.  That’s the Leaf blueprint for success.

UPDATE: Slow day at the deadline. Minor deals. No big names. Hockey fans are still withdrawing from the intensity and high level of play at the Olympic tournament. My guess is the audiences figures for both networks will be below average.

Olympic hockey final produces record Canadian audience

The Olympic hockey gold medal thriller on Sunday pulled in a record television audience in Canada.

  A total of 16.6 million viewers watched Canada’s 3-2 overtime win against the United States, the largest viewership ever for a telecast on Canadian television.

  That audience figure represents the combined total of viewers on nine channels, including the main CTV network, where the majority watched the game. Included among the nine channels were the affiliated French Olympic outlets as well as the Aboriginal Peoples Television Network and the Rogers Omni ethnic channels.

   It’s an impressive audience, but not a surprise given the hockey rivalry between Canada and the United States, and the quality of the game. Canada took a 2-0 lead, but the Americans narrowed it to 2-1 and then scored in the final seconds of regulation time to sent it into overtime where Sidney Crosby got the winner .

  CTV reports that 80 per cent of Canadians (26.5 million) watched some part of the game.

  CTV also had a big number for the closing ceremonies. A total of 14.3 million watched, making it the second most viewed telecast of CTV’s Vancouver Olympic coverage.

   In the United States,  NBC earned a 17.6 overnight rating (percentage of potential households tuned in) for the Canada-U.S. game. That’s the largest rating ever for a hockey game televised in the United States. 

   That rating, SportsBusiness Daily reports,  represents a 45 per cent increase over the rating for 2002 Salt Lake final also between Canada and United States.

   It also ranks third highest among NFL regular season telecasts in 2009. It’s also higher than the rating for a World Series game dating back to 2004 and every NBA Finals game since 1998.

  SportsBusiness Daily suggests the rating will make it difficult for the NHL to discontinue participating in the Winter Olympics.

 Hope Prime Minister Stephen Harper sends CTV a thank-you note for at least trying to raise his image from that of the robot-that-walks-like-a-man to something a little closer to normal. CTV gave Harper more face time at the Olympics than most of the Canadian athletes.

  There were the shots of Stephen at the venues; in deep conversations, presumably about hockey, with Wayne Gretzky; and also the prime time interview with host Brian Williams on Saturday, clips from which, as I mention in Yahoo, could be used by Harper in election campaign ads.

   To be fair, Williams did press him on the future funding of Canadian athletes. Harper tried to slip by that stickler by saying he fully supported increased sponsorship, meaning the private sector. And public money? Harper mumbled something about that, too.

   Meanwhile, Jack Layton, leader of the federal NDP, tried to bask in the glow of the Olympic hoopla by finding his way to Gretzky’s restaurant in Toronto where CTV had a camera installed at the bar. Jack was able to get himself a spot right at the front.

   During the men’s hockey gold medal game, CTV went to the crowd scene at Gretzky’s several times, but not once did anyone at the network mention that the bald guy closest to the camera was the leader of the NDP.

 Here’s my Yahoo column on CTV’s final Sunday of coverage. I thought the flag waving was excessive.

 NBC made another in a long line of poor programming decisions on Sunday when it ended its coverage of the closing ceremony at 10:30 p.m. ET to go to something called The Marriage Ref.

  VANOC head John Furlong’s pathetic attempt to say a few lines of French during his speech at the closing ceremonies was an embarrassment.

 Here is a thank you note to Canada from Brian Williams, the NBC Brian, who, of course, was at the Olympics. Kind of nice:

LIVE BLOG: Canada-United States gold medal game

‘GREAT DRAMA, GREAT THEATRE, GREAT SKILL’

Canada 3,  United States 2, overtime

PRE-GAME:

  The CTV panel, host James Duthie with analysts Bob McKenzie, Darren Pang and Nick Kypreos, has been producing good commentary throughout the men’s Olympic hockey tournament.

   McKenzie reports that  offensively Canada has been okay, ahead in goal scoring compared with performances in other high level competitions. (Canada did have trouble finishing against Switzerland and the United States in the preliminary round.)  McKenzie notes Canada cannot afford a bad goal or defensive breakdown.

 Duthie interviews Brian Burke, the general manager of the U.S. team. He describes Canada as a “giant” in the landscape of hockey; says a U.S. win would be “a tremendous boost for hockey in the United States.”

Kypreos says Sidney Crosby doesn’t have to score for Canada, but a goal will go “a long way toward solidifying” a Canadian win.

  McKenzie says Canada, which will not get the last line change, will have either the defensive tandem of Scott Niedermayer and Shea Weber, or Duncan Keith and Drew Doughty out against the Americans’ most dangerous forward, Zach Parise. Canada will try to get Rick Nash on Parise up front.

 Duthie interviews Canada’s general manager Steve Yzerman who says the team that has “the most composure” will win.

  Game analyst Pierre McGuire says the Canadians will aggressive forecheck the Americans, similar to the “offensive onslaught” against the Russians.

  Camera goes to Gordie Howe in the stands.

 Reporter Ryan Rishaug interviews Canadian coach Mike Babcock who says “we’re ready,”  adding the team has improved “each and every game.” He says the key is to execute and “have fun.”  The game  ”should be a ton of fun.”

FIRST PERIOD

6:39  Americans off to a very good start. Pace on both sides is terrific. Canada looks tight. This will be a low scoring game.

Canada having trouble with American forecheck.

U.S. forward Dustin Brown has the best scoring chance of the period so far. Canada looking shaky in its own end, relentless U.S. forecheck.

7:10 1-0 Canada. Great work by Mike Richards on Jon Toews’ goal. This, Toews, Richards, Rick Nash, has been Canada’s best line so far.

Crosby has had a very quiet first period.

He makes a good defensive play in final seconds.

 Canada’s second half of the period was stronger.

Niedermayer is Canada’s best defenseman.

SECOND PERIOD

Canadian power play early. Execution better than in first period power play.

American power play does nothing.

2-0 CANADA, 7:13

 Another goal off a rebound. By Corey Perryr.

  Canada looks more confident, looser.

 Cheap penalty on Toews.

Great defensive play by Nash on PK.

U.S. goal, by Ryan Kesler, 2-1 Canada

 Looks like a weak goal, but it was deflected.

U.S. speed beginning to become a factor. Canada is getting caught standing around at times. Are they getting tired? Parise is outplaying Crosby.

  Period over. This is anybody’s game.

SECOND INTERMISSION

Kesler tells Rishaug that the Canadian players tend to “fade” as the game progresses.

Kypreos says, “They need more out of Crosby.”

THIRD PERIOD

Ample opportunities for Canada to win the game in the third,  two posts hit, squandered opportunities. Widely out-played the Americans — until the final two minutes when they went into a shell and allowed the U.S. team to tie the game. At some point, fatigue is going to come into play in overtime. Canada’s best hope is to end it early.

THIRD INTERMISSION

McKenzie says Canada just kept backing back, trying not to lose instead of trying to win.

 The Americans are more effectively checking Crosby than Canada is Parise.

Kypreos: Too many icings by Canada in the final two minutes. He says Canada must score early.

Well, they deserved to win, right? And, good for Sid.

 I’m done. I’ll never live blog this sort of game again. Too intense.

A good hockey telecast, as usual. McGuire described the conclusion were: “What drama, what theatre, what skill.”

  CTV will draw a massive audience for this. My guess is an English-French language audience of 15-million, perhaps more.

   A few words on the team: I thought Chris Pronger would be too slow for this level of play, but I was wrong. He played very effectively on Sunday. The other veteran on defense, Niedermayer, was Canada’s best player. Up front,  Nash was tremendous. Toews, too, a pressure performer.

Pierre McGuire: One bad goal will sink Canada

  The Canadian men’s hockey team was well in control of its a semi-final game against Slovakia, ahead 3-0 with 8:25 to play, when Roberto Luongo let in a soft goal.

  From then on, it was a scramble for the Canadians, who were lucky to withstand the Slovaks’ assault and escape an overtime period.

  Canada hasn’t received anything close to excellent goaltending in the Olympic tournament. Luongo has allowed a bad goal in every game he’s played except for the shutout over Norway.

  The United States, on the other hand, enjoyed a relatively easy ride to the gold medal game largely because of Ryan Miller’s goaltending. The Canadians are in the gold medal despite the performance of their goalies, not because of it.

   It would repetitive to ask, one more time, why the Canadian brain trust never considered giving Marc-Andre Fleury a start. But it should be asked. As Don Cherry pointed out in my previous column, Fleury was playing the best of the three, Martin Brodeur being the third, leading into the tournament.

  Anyway, a loss by Canada because of inadequate goaltending will make the decision to start the tournament with Brodeur and then go to Luongo, while ignoring Fleury the main talking point of the post mortem.

  I asked analyst Pierre McGuire, who will call the gold medal game for CTV along with announcer Chris Cuthbert, about the goaltending, the tournament and what Canada will need to do to win.

   What is the one thing about the Canadian that has stood out for you?

  I’ve coached in the Stanley Cup final (as an assistant for Pittsburgh Penguins). I’ve called five straight Stanley Cup finals (for NBC). I’ve called eight junior gold medal games (for TSN). And I’ve never seen such intense scrutiny and pressure on a team. I don’t know how these guys are doing it every single day. I’ve never seen such a pressurized situation in my life. These guys deserve huge acclaim just by getting on the ice and making any kind of skilful hockey play. It’s amazing.

   During the women’s gold medal game, the camera went to members of the men’s team in the stands on two or three occasions. It was a grim bunch. No laughing, no smiles.

 The pressure on the Canadians is my stand lone moment. It’s unbelievable. And I’m right down there at ice level and I feel it. It starts when they come on the ice for a warm-up and it doesn’t dissipate. Even when they have success it doesn’t dissipate.

  Will fatigue be an issue in the gold medal game? Canada has played one extra game. It prevailed in a close game against Slovakia in the semi-finals while the Americans romped to a 6-1 win over Finland.

  I don’t think fatigue will be an issue at all, because in the last four days you’ve had two days of rest. You didn’t have to play on Thursday and you don’t have to play on Saturday. These guys are used to dealing with that sort of stuff. It’s not difficult and they’re not moving from city to city, so I don’t think fatigue be an issue at all.

  Is goaltending the most critical match-up?

  The answer is yes. If Ryan Miller plays like he did in the preliminary round against Canada, and Canada gets 45 shots or more, and he stops more than 40, it’s going to be difficult.

 For Luongo, he’s probably going to have to face between 22 and 28 shots, not much more than that. And he just can’t give up a bad goal. That’s going to be the most important thing. He can’t give up a bad goal. And for the USA, Miller is probably going to face between 42 and 46 shots and he’s going to have to be virtually letter perfect.

  Were you surprised by the Canadians dominating the Russians?

  I wasn’t. I saw that in 2005 at the world junior championship in Grand Forks. I saw it in 2006 in Vancouver at the world junior. Brent Sutter drew up the game plan to beat the Russians – attack them physically.

  I could feel it in the warm-up. The Russian players knew. And Chris Cuthbert asked me. He said, “Pierre is that the Russian team you’ve seen.” I said, “No, because, they’re preparing themselves physically and mentally for the physical assault that’s coming.” And they know. In any international event against Canada involving the best players, they know what’s coming.

  Do the Canadians have to play in similar way against the United States?

 They have to play with the same energy. They have to manage the puck a little better. But the most important thing for the Canadians is to not give up a bad goal early. That really put them behind the eight ball in the last game against the Americans. Bad goals took away the energy and momentum. So, they have to get off to a good start. That’s going to be really important.

Canadian viewership, English and French language, for the Canada-Slovakia semi-final was 9.7 million, the third largest audience for a Vancouver Olympic sports event telecast. CTV’s audience was 8.4 million.

NBC’s Mike Milbury on the Canada-U.S. hockey rivalry: “It’s like getting even with your big brother. There’s a feeling of entitlement when it comes to the Canadians and hockey. They are a little bit nervous about the Americans, because the little guy came to play.”
 NBC’s Jimmy Roberts, on hockey in Canada: “You know the old axiom. There are two things that matter in Texas, right? There’s football and there’s spring football. That’s the kind of the way it is in Canada with hockey. Tomorrow they’ll get a shot at what they feel is the single most important prize of these Games.”
NBC’s Cris Collinsworth, on Canadian hospitality: “It’s like they’re hosting you in their house. . . We’re all very lucky to have the Canadians around. They’ve been a great host.”  From an NBC release.