Television - Jill McGrath, TAM Ireland

2. TAM Ireland – Reporting on
34 Channels every day

3. In 2011, subscribing channels broadcast
351,659 programmes
To a potential audience of
4,086,000 individuals 4+
4,293,773 spots
for 4,580 brands
Reaching
99.3% of individuals 4+
2012 Subscribing channels – RTE1, RTE2, TV3, 3e, TG4, UTV, Setanta, Ch4, E4, E4+1, MTV, Nick, Nick Jr, Com Cent, Com Cent +1, Comedy Central
Ex, Discovery, E!, Sky One, Sky News, Sky Sp 1, Sky Sp 2, Sky Sp News, Sky Living, Sky Living +1, Sky Atlantic
Nielsen/TAM Ireland – Mon-Sun All Day, 01/01/2011-31/12/2011, Consolidated

4. TV is in Rude Health

5. 2,799,000 TV sets in the country
947,000 HD ready sets in the country
78,000 3D TV sets in country
371,000 TV sets purchased in last 12 months

6. Adults Viewed TV for
3hrs 32 mins
Every Day
Children Viewed TV for
2hrs 20 mins
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National
Every Day

7. Year on Year more time being spent viewing across
key audiences
250
200
150
2011
2012
100
50
0
Adults 15+ Children Hskprs Hskprs+kids Adults 15 -24 Adults 25-34
Housekeepers and those with kids are heaviest viewers at over
4 hours daily
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

8. Time Shifted Viewing accounts for 8% of total
viewing
250
200
150
Time Shift
Live
100
50
0
Adults 15+ Children Hskprs Hskprs+kids Adults 15 -24 Adults 25-34
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

9. PVR growth v’s growth in time shift viewing
45%
40%
35%
30%
25%
20%
15% PVR
10% TSV
5%
0%
PVR ownership is up from 33% to 45% in 15 months
TSV is up from 6.4% to 8.7% in the same period
Source: TAM Ireland Ltd /Nielsen. TV Households

10. Jan – Oct 2012
92% of all TV
viewing is live as
broadcast

11. Average daily live reach of subscribing channels remains strong
80.0%
75.5%
70.0% 68.7%
67.4%
66.1%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Adults 15+ Hskprs Men 15+ Women 15+
2009 2010 2011 2012 (to 31 May)
Nielsen/TAM Ireland – Mon-Sun All Day, Live 01/01/2009 to 31/05/2012 1+ min

13. Newspapers were
the original ‘2nd
screen’

14. 40% of all tweets during
peak time are TV related.
The watercooler has
moved online.

15. NBC Study on Cross Platform Performance of London Olympics
Most watched event in TV history – 82 million digital users
Key Insights
TV is still king - 89+% consumed on TV
- 11pc on other digital platforms
If there is a choice of devices - TV wins
More screens = more TV viewing
Media begets media
No cannibalisation
Rise of the sim viewer
Watching on TV and consuming similar content on other platforms
Growth of viewing in the younger market was biggest
Use of Social Amplifies awareness
Promotes use among younger consumers
Largest driver of social conversation of all time
Social media if used correctly can extend the life of the program

16. But what about the ads?

17. Average Number of Commercial Spots seen per Day
October 2012
Audience Average Number of Spots seen per
Day
Individuals 4+ 36
Adults 15+ 39
Adults 15-24 29
Adults 15-34 32
Adults 25-44 36
Adults 45+ 46
Adults ABC1 30
Housekeepers 48
HK with Kids 43
Children 20
Source: TAM Ireland Ltd / Nielsen TAM
Based on ROI Commercial Channels, Consolidated, National

18. Irish consumers place higher trust in advertising
Q. To what extent do you trust the following forms of advertising/recommendation?
EU AVERAGE
IRELAND AVERAGE
Recommendations from people I know 89 96
Consumer opinions posted online 64 65
Branded Websites 44 56
Editorial content such as newspaper articles 47 66
Emails I signed up for 39 57
Brand sponsorships 31 42
Ads on TV 29 44
Ads in magazines 28 43
Billboards and other outdoor advertising 29 41
Ads in newspapers 29 45
Ads on radio 26 45
Ads before movies 25 40
TV Program product placements 23 31
Ads served in search engine results 30 30
Online video ads 22 24
Ads on social networks 22 24
Online banner ads 19 18
Display ads (Video or banner) on mobile devices 18 22
(smartphones, tablet devices - i.e., ipad)
Text (SMS) ads on mobile phones 17 22
Percentage of respondents answering "trust completely" or "trust somewhat")
Source: Nielsen Global Trust in Advertising Online Survey 2011
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

19. Irish consumers highly influenced by TV when making
purchase decisions in FMCG.
Q. Which of the below media influence you when making purchase decisions for the
following types of products? Ireland
HOME
FMCG H&B CLOTHES ELECTRONICS INSURANCE CAR ENTERTAINMENT
MEDIA INFLUENCES
TV COMMERCIAL
49% 44% 34% 47% 35% 39% 27%
NEWSPAPER/MAGAZINE AD
37% 34% 37% 37% 28% 31% 37%
INTERNET OR ONLINE REVIEWS
25% 29% 26% 48% 40% 38% 36%
DOES NOT APPLY 21% 21% 27% 12% 22% 23% 22%
RADIO COMMERCIAL 20% 14% 12% 15% 19% 13% 21%
OUTDOOR BILLBOARD 15% 9% 15% 12% 10% 13% 15%
WEBSITE BANNER AD 7% 8% 11% 10% 12% 9% 9%
ONLINE VIDEO AD 6% 7% 7% 11% 7% 8% 7%
MOBILE AD 3% 3% 2% 4% 3% 2% 4%
Source: Nielsen Global Trust in Advertising Online Survey 2011
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

20. THANK YOU
www.tamireland.ie
@tam_ireland
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