Case Study: CBC (Canadian Broadcasting Corporation) achieves broadcast‑comparable, real‑time video measurement and improved sponsor insights with Adobe Analytics

CBC, engaging Canadians with global sporting events

The Canadian Broadcasting Corporation (CBC), Canada’s national public broadcaster, needed a reliable way to measure audio and video consumption consistently across devices and third‑party vendors—especially during major live sporting events—so it could produce broadcast‑comparable metrics (like average minute audience), demonstrate value to sponsors, and optimize content and ad strategies.

CBC deployed Adobe Analytics within Adobe Marketing Cloud and used its 10‑second video heartbeat measurement to standardize metrics across platforms. The change simplified vendor implementation, cut implementation and server costs by about 10%, enabled minute‑by‑minute, broadcast‑comparable reporting and real‑time ad optimization, improved sponsor impression tracking, and supported outcomes such as 13+ million digital viewing hours and double‑digit increases in page and video views during major events.

CBC

Greg Dinsmore

Manager, Digital Research