Video Flash:
Canada
|
Based
on our proven United States Video Flash
methodology, Video Flash: Canada tracks the Canadian home video
and pay-per-view landscapes. Below is a brief description of the service.
Description of
Project: Modeled after our proven United States methodology, Video
Flash: Canada focuses on home entertainment behavior, covering the
following areas:
-
Home Video Purchase
Activity (DVD and VHS unit volume)
-
Home Video Rental
Activity (DVD and VHS unit volume)
-
Active Rental and
Purchase Segments (Percentage of households buying or renting each
month, as a percentage of total VCR/DVD households, and average number
of units per month for active homes)
-
Cable and Satellite
Penetration (In the U.S., approximately 75% of households have either
cable or satellite. This information is very useful when crossed with rental
and sell-through activity)
-
PC Penetration
(In the U.S., 61 million homes have a home computer, which could be seen
as a competing entertainment option in the household)
-
Rental and Sell-through
Outlet Market Share (Active buyers/renters are probed about where they
buy/rent)
Methodology:
In 2001, due to budget constraints, Video Flash: Canada consisted
of a monthly sampling across Canada. As of January 2002, the tracking of
Canadian behavior will be driven by a telephone survey methodology with
a weekly sample size of 400 Canadian households (20% of the sample size
of our U.S. Video Flash). All interviewers are bilingual, ensuring the
accurate portrayal of all native behavior. Sampling will be stratified
so as to be statistically representative by both province and household
demographics.
Questionnaire:
Our current questionnaire is a virtual replica of our U.S. Video Flash.
While we do not track title-specific information in Canada, we are examining
the possibility of doing so in the near future. Additionally, we do a “Special
Analysis” of the tracking data each month after looking to our subscribers
for suggestions of topics they find meaningful. Tracking Pay-Per-View activity
and the effect of digital cable offers are current “special topics” we
are analyzing.
If you would like
more details or have any questions about our Video Flash: Canada
product, please email us at aainfo@alexassoc.com
or phone 212.684.2333. |
