Who owns what?

TAM Ireland Ltd / Nielsen TAM - Establishment Survey

TAM Ireland commission the Establishment Survey 3 times a year. The data collected gives us a snap shot of the

market and is used to derive TV universe estimates for the following 4 months.

The Establishment Survey is also a useful resource in monitoring trends in hardware ownership

*The data contained in these slides relate to April 2013*

Establishment Survey

94% of all households in Ireland have at least 1 TV this has remained static since DSO. It is likely that this figure will increase again in the future as more homes replace old

analogue sets with new digital sets

TV Ownership

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 2013 v’s April 2013

Children 4 -14676,000

Adults 15+3,397,000

Housekeepers1,572,000

Adults ABC11,358,000

Adults 15 – 341,151,000

Housekeepers with kids556,000

Current TV Population

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey April 2013

Reception Types

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 2013 vs Apr 2013

The number of TV sets changed slightly since January The number of TV homes with 1 set increased, while those with 2 sets decreased slightly. This is not surprising as homes were always likely to prioritise the main set in the home in terms of ensuring it was receiving

channels. It is likely that the % of multi-set homes will increase again over time.

Number of TV Sets per Household

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey January 2013 v’s April 2013

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey May 2011 – April 2013

As digital penetration has increased, there has been significant growth in the level of ownership of PVRs, up from 33% in May 2011 to 54% of all TV homes in the latest survey.

Interestingly time-shift viewing still only accounts for 9% of total adult 15+ viewing despite the levels of growth in ownership.

PVR Ownership

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 13 – Apr 13

As more and more channels offer HD alternatives we can see a steady growth in the subscription to these services

HD Subscription