Most of the international analysis had appeared in another Nordicity study commissioned by CBC, the purpose of which was to demonstrate that Canada spends less per capita on public broadcasting than many other countries. One study eagerly compares international broadcasters, while the other seems to say that models from other countries don't apply to Canada. Besides seemingly contradicting each other, neither of the studies addressed the audience performance of CBC compared to other countries.
Nordicity did in fact compare the audience performance of Canada (CBC) to other countries, the results of which are contained in a third study that can be found on the Nordicity web site. The latter was prepared for a U.K. audience and contains the following chart, which reveals why CBC TV, dead last among equals, is not as loved as the BBC or PBS:
Let's examine some of the other claims and assumptions in the Nordicity study of CBC advertising.
The 2011 survey results are from CMRI's Media Trends Survey conducted November-December 2011 among a representative national sample of approximately 900 Anglophone respondents aged 18-plus. Margin of error +/-3.3%. The Media Trends Survey has been conducted for ten consecutive years and has surveyed over 15,000 Canadians in total in this period. It is the only survey to have measured media use and attitudes continuously over this decade. The Media Trends Survey is not sponsored by any one industry or affiliated with a media company. Therefore, the surveys are scrupulously designed not to bias respondents into favouring one medium or media outlet over another.