NFB awareness lagging behind Disney, CBC

Canadians’ awareness of the National Film Board (NFB) as an organization that produces documentary or animated films falls behind Walt Disney Co. and its Pixar studios as well as CBC/Radio-Canada, and those who do know about the NFB want it to be easier to access its content online, according to board-commissioned research. In a study recently published online by the federal government, the NFB found that only eight per cent of Canadians think of it when asked to name companies or groups that produce documentary or animated films, while Disney springs to mind for 29 per cent of respondents, Pixar for 16 per cent and the CBC for 11 per cent. However, when prompted if they’ve ever heard of the NFB, 70 per cent of Canadians respond positively, saying they definitely knew about it or thought they did, said the undated report by market research company Léger. Léger was contracted by the NFB in February to conduct the study to “assess Canadians’ awareness levels of the NFB;” gauge the perception of the NFB’s brand, “frequency of viewership, awareness and use of NFB products, services and access channels;” and to identify “ key drivers of levels of awareness and perceptions of core brand attributes.” Slightly fewer than 40 per cent of respondents said they were aware of the NFB’s role and its mission, while only 52 per cent of Canadians who did know about the NFB said it was easy to access its content online. Of the 20 per cent of Canadians who said they have seen an NFB production in the past 12 months, 43 per cent have done so via a TV broadcast, while 25 per cent viewed it through one of the NFB’s online partner sites such as Alphabet Inc.’s YouTube, Apple Inc.’s iTunes or Vimeo LLC’s platform. About 19 per cent accessed the content through the NFB’s website. “Furthermore, six out of ten respondents would like easier access to online content, showing the importance of this mode of access for the future,” the report said. Outside of the NFB’s website, respondents said they were most likely to watch documentaries or animated films on Netflix Inc.’s platform (26 per cent) or on YouTube (21 per cent). “There is a clear interest in NFB, but more limited knowledge in how to access its productions,” the report said. The report was based on phone surveys of 1,542 Canadian adults, conducted between Feb. 1 and Feb. 23, with a margin of error of plus or minus 2.5 per cent, 19 times out of 20.

NFB awareness lagging behind Disney, CBC

Brief | September 5, 2017

Unlock all the Canadian telecom, broadcasting and digital media news you need.

FREE TRIAL

SUBSCRIBE

Inside The Wire Report

Information

Hill Times Publishing

Get in Touch With Us

NFB awareness lagging behind Disney, CBC

Brief | September 5, 2017

Unlock all the Canadian telecom, broadcasting and digital media news you need.

FREE TRIAL

SUBSCRIBE

Related Stories

New G7 tax agreement not good enough: tax lobby group

Quebec judge approves Apple class action settlement

Privacy commissioner hasn’t approved new gov’t contact tracing app

CRTC commissioning report about market impact of online BDUs

Reuse & Permissions

Inside The Wire Report

Information

Hill Times Publishing

Get in Touch With Us