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 measure the audiences of these services and platforms to assess our performance in fulfilling our mandate and strategic plan. One of our long-term strategic goals is to increase Canadians’ use of our digital properties. One of the tools CBC/Radio-Canada uses to assess the performance of its web properties and apps is digital cross-platform measurement data that provides insights on the traffic and audience profiles of the digital platforms visited in Canada. This data is used internally and externally to trend and measure our strategic goals, as well as to position ourselves in the public digital landscape and leverage sales. Among others, our key performance indicators are measured through reach, time spent and average minutes per visitor.
CBC/Radio-Canada does not have the internal capability to fulfill its needs for digital audience measurement data, particularly in terms of its performance relative to others in the industry. As such, to fulfill its needs for comprehensive digital audience measurement data about its performance and those of the broader digital industry, CBC/Radio-Canada seeks to retain the services of an established and recognized independent supplier.
Examples of the types of data that are beneficial to CBC/Radio-Canada in the assessment of its digital performance include reach, time spent, ranking among the top properties and domains, ranking among the top news and information websites, demographic information, as well as information by geographic markets.
CBC/Radio-Canada has a requirement to measure the performance of its digital services on a national level and report on these data publicly. The contractor must be an organization with experience in providing a breadth of digital audience measurement data.
This includes the following:
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- Data to be generated from large and reliable Anglophone and Francophone panels and census-based methods to provide accurate, unduplicated audience reporting in a unified fashion across all digital platforms
- Balanced panels to include robust numbers of panelists in order to allow:
- Granular reporting at the language, demo (age/gender), region, and device level, among others
- Small properties and apps to be reported individually
- Panels and weighting to be based on an establishment survey representative of the Canadian population
- An unduplicated view (between devices) of total audience behaviour on the following platforms:
- CBC/Radio-Canada’s properties
- CBC/Radio-Canada’s Owned and Operated services: CBC.ca and sub properties, Radio-Canada.ca and sub properties, CBC.Radio-Canada.ca and other corporate websites:
- CBC/Radio-Canada’s content on third party platforms such as YouTube, Apple News and Facebook
- All other media networks, top 1,000 digital properties and 2,000 web domains to ensure comparability with others in the industry
- Digital site categories such as Media, News/Information, Automotive, Retail, etc.
- Special custom and private tracking for specific domains i.e. not publicly available to all clients
- Implementation that allows for the tagging and tracking of the Numeris Video Audience Measurement (VAM) project.
- Data analytics and insights requirements:
- Total Internet audiences in Canada and by key demographic (age, gender, region, language group)
- Demographic profiles (e.g. age, gender, region, income, household size, children at home, language)
- Statistics, e.g. reach/total unique visitors (000), reach/total unique visitors (% from total internet audiences), frequency (total minutes and average minutes per visitor and visit), total and average visits, average views per visit/visitor, page views, video views, desktop or mobile only, average daily/monthly statistics)
- Language groups (Total Canada, Anglophone, Francophone)
- Platforms (i.e. desktop, mobile, tablet, multiplatform), media (e.g. video, mobile, ad), access method (e.g. web or app) and platform (e.g. iOS, Android) in a unified cross measurement fashion and individually
- Geographic breakdowns within Canada and internationally
- Total Canada
- Main regions of Canada include data from:
- Provinces/Regions: British Columbia, Nova Scotia, Manitoba, New Brunswick, Newfoundland, North, Saskatchewan, PEI
- Cities: Toronto, Calgary, Edmonton, Montreal, Ottawa, Kitchener/Waterloo, Hamilton, Windsor, Saskatoon, Sudbury, Thunder Bay
- Other countries: e.g. United States, France, Mexico, Belgium, United Kingdom
- Cross visitation capabilities (i.e. the capability to see the duplication in traffic across multiple properties)
- Reporting standards
- Digital statistics on properties and domains to be available combined or individually
- Monthly data publication
- Historical data of at least 3 years
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- Additional requirements
- Analysis support from a senior analyst
- Robust methodological documents including a dictionary for all the digital properties measured that details the included domains, apps and the hierarchy of the structure
- Product support and data troubleshooting in the case of any discrepancies
- Easy-to-use interface that provides the ability to:
- Produce reports and save them within the interface
- Trend data graphically within software
- Extract raw data into an Excel, or CSV format
- Training sessions and documentation
- Regular monthly touchpoints and annual business review
- Research and development:
- The digital industry evolves quickly. The supplier needs to monitor and assess changes in technology in order to adjust its measurement accordingly (e.g. cookie tracking)
- The supplier needs to be innovative in their approach to capturing new devices, platforms and products
- Ability to make changes to properties’ measurement
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