1 © Ipsos MRBI /TAM Ireland Viewing Habits © Ipsos MRBI TAM Ireland Viewing Habits 13 th March 2013

2 © Ipsos MRBI /TAM Ireland Viewing Habits Table of Contents ●Introduction −Background −Objectives −Research Methodology −Sample Profile ●Findings −Respondent-Based Findings −Time-Weighted Findings −Profiles ●Conclusions

3 © Ipsos MRBI /TAM Ireland Viewing Habits REPORT HIGHLIGHTS …..if you only have 2 minutes 1.97% of Irish adults watched audio-visual content on a TV set yesterday. 2.15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst year olds). 3.Beyond the TV set, laptops are by far the most popular devices for viewing content. 4.Younger Irish are the most likely to be viewing content on non-TV devices minutes of audio-visual content is viewed in a typical day.

4 © Ipsos MRBI /TAM Ireland Viewing Habits REPORT HIGHLIGHTS …..if you only have 2 minutes 6.TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes). 7.Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes). 8.Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop we are somewhat more likely to be active, only reporting to be engaged in no other activity 35% of the time.

5 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Introduction

6 © Ipsos MRBI /TAM Ireland Viewing Habits Background ●TAM Ireland commissioned Ipsos MRBI to conduct research into the diversified Irish viewing universe. ●While linear TV remains the leader in delivering viewing content to consumers, it now competes with a variety of other devices, including laptops, tablets, and smartphones, for viewing time. The introduction of Sky to the Irish market has also expanded the universe. ●These options provide a service and convenience that linear television does not including freedom from the constraints of time, place, and selection which the traditional television viewer has experienced.

7 © Ipsos MRBI /TAM Ireland Viewing Habits Objectives ●The main objectives of the research were: −To determine viewing habits of the Irish market across all platforms (devices); −To establish relative consumption levels by device. ●Further objectives included: −To examine where each viewing device is being used; −To evaluate when (during the course of the day) each device is used; −To determine the content viewed across platforms; −To examine activities engaged in while viewing; −To explore the viewing habits of the younger generation. What does the current viewing landscape look like?

8 © Ipsos MRBI /TAM Ireland Viewing Habits Research Methodology ●In home, face-to-face survey with 1,000 audio-visual content viewers. ●The sample excluded those who had not viewed any audio- visual content yesterday. Therefore, figures are a reflection of yesterday’s population of audio-visual content consumers. ●Fieldwork conducted w/c 26 th November - 20 th December, ●CAPI (Computer-Assisted Personal Interviewing) provided advantages including: − faster turnaround of results − interviewer error reduced due to automatic routing − elimination of data entry phase

9 © Ipsos MRBI /TAM Ireland Viewing Habits Research Methodology – Audio-Visual Content Defined ●For the purposes of this study, audio-visual content was defined to participants by interviewers as: −Any moving, audible material presented on a screen of any kind, including regularly scheduled (live) and pre-recorded (time shifted) TV shows or programs, short-form video clips, music videos, movies, box sets, DVD/VCR etc. ●Participants were told that we were interested in all of the audio-visual content viewed on any personal or communal device used for viewing, including: −Television, DVD/VCR player, computer, laptop, tablet, mobile, games console or public screen. ●Interviewers confirmed understanding of ‘audio-visual content’ before progressing with the survey.

10 © Ipsos MRBI /TAM Ireland Viewing Habits Research Methodology ●Questionnaire Design −Day after recall: respondents were asked to recall viewing activities from the previous day (yesterday) −Device based: device (e.g. television set, laptop) basis for each question providing pointed information in relation to platform ●The nationally representative sample was comprised as follows, with disproportionate sampling for 15-34’s and a booster sample of year olds*: AgeNo. of Participants Total1,000 *At the analysis stage, corrective weights were applied to eliminate obvious demographic biases and to weight back disproportionate sampling to known profile population according to latest CSO estimates.

11 © Ipsos MRBI /TAM Ireland Viewing Habits Sample Profile Male Female Dublin Rest of Leinster Munster Conn/ Ulster Base: All Respondents 15+: 912 Gender % Age % Region % AB C1 C2 DE F Social Class % Housekeeper % Resp./ shared Other person

12 © Ipsos MRBI /TAM Ireland Viewing Habits A Bit About This Report … ●First, findings will be explored based on respondent figures (proportions of the sample which indicated use/activity). ●Then, findings based on time-weighted data will be presented. −Time-weighted data is based on the aggregation of all answers given for each time segment, multiplied by the relevant number of minutes for each segment. ●Please note these icons at the bottom of each page which indicate “respondent” or “time-weighted” data. Respondent Based Time-Weighted

13 © Ipsos MRBI /TAM Ireland Viewing Habits Legends Television Set Laptop Desktop Computer Tablet Mobile Phone Games Console* Out Of Home Screen At Own Home Someone’s Else’s Home Commuting At Work Socially Public Space DVD Paid For Rec. TV Live TV From Players Short Form Video Any other internet Live TV Recorded TV Paid For Subscription Service DVD From Players (RTE Player, 3 Player, 4OD SkyGo) Short Form Video (e.g. You Tube, Facebook etc.) Any other downloaded audio- visual content from internet School/College Digital Player (Apple TV) *Games console as used for viewing audio-visual content not game playing

14 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Respondent Based Findings

15 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Devices ●97% of Irish adults watched audio- visual content on a TV set yesterday. ●15% watched content yesterday on another device in addition to a TV set (rising to 26% amongst year olds). ●Beyond the TV set, laptops are by far the most popular devices for viewing content. Summary Points

16 © Ipsos MRBI /TAM Ireland Viewing Habits Devices On Which Audio-Visual Content Was Viewed Yesterday – Summary On A TV Set On Other Device In Addition To TV Set Only On Other Device (Not TV Set) Base: All Respondents 15+: yrs94%29%6% yrs94%26%6% yrs98%10%2% 55+ yrs98%6%2% H’keeper with kids97%14%3% 15+

17 © Ipsos MRBI /TAM Ireland Viewing Habits Devices On Which Audio-Visual Content Was Viewed Yesterday By Device Base: All Respondents 15+: 912 Q.1Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday? *Caution: Small Base Size Public Most viewed location While majority of viewing is in own home, 38% view on tablet outside of home outside

18 © Ipsos MRBI /TAM Ireland Viewing Habits Reach – Devices On Which Audio-Visual Content Was Viewed Yesterday Base: All Respondents 15+: 912 Q.1Which of the following devices (including devices which were either connected directly to your TV set or standalone) did you use to view audio/visual content on yesterday? 15+ yrs yrs yrs yrs 55+ yrs H’keeper with kids %%% TV set Any other device Laptop/notebook Desktop Tablet Mobile phone Games console2105*-1 Out of home screen *=<0.5%

19 © Ipsos MRBI /TAM Ireland Viewing Habits Index Of Device Used For Viewing Content Yesterday By Key Audience Base: All Respondents 15+: MaleFemale H’keeper with kids %%%% TV Set Laptop Desktop Tablet Mobile Phone Games Console Digital Player (Apple TV) Out of Home Screen

20 © Ipsos MRBI /TAM Ireland Viewing Habits Index Of Device Used For Viewing Content Yesterday By Key Audience Base: All Respondents 15+: MaleFemale H’keeper with kids TV Set Laptop Desktop Tablet Mobile Phone Games Console Digital Player (Apple TV) Out of Home Screen

21 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Television Set Viewers Male Female Dublin Rest of Leinster Munster Conn/ Ulster Base: All TV Users 15+: 878 AB C1 C2 DE F ( ) Total Sample (49) (51) (16) (35) (21) (28) (27) (18) (13) (22) (30) (8) Gender % Region % Social Class % Housekeeper % (27) Resp./ shared Other person (68) (32) Age %

22 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Laptop Viewers Base: All Laptop Users 15+: 99 (49) (51) (16) (35) (21) (28) (27) (18) (22) (30) (8) ( ) Total Sample (68) (32) (13) (27) Male Female Dublin Rest of Leinster Munster Conn/ Ulster AB C1 C2 DE F Resp./ shared Other person Gender % Age % Region % Social Class % Housekeeper %

23 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Mobile Phone Viewers Base: All Mobile Phone Users 15+: 55 (49) (51) (16) (35) (21) (28) (27) (18) (22) (30) (8) Male Female Dublin Rest of Leinster Munster Conn/ Ulster ( ) Total Sample Gender % Region % Social Class % Housekeeper % (68) (32) (13) (27) AB C1 C2 DE F Resp./ shared Other person Age %

24 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Desktop Viewers Male Female Dublin Rest of Leinster Munster Conn/ Ulster Base: All Desktop Users 15+: 18* (49) (51) (16) (35) (21) (28) (27) (18) (22) (30) (8) ( ) Total Sample Gender % Region % Social Class % Housekeeper % (68) (32) (13) (27) AB C1 C2 DE F Age % *Caution: Small Base Size Resp./ shared Other person

25 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Tablet Viewers Male Female Dublin Rest of Leinster Munster Conn/ Ulster Base: All Tablet Users 15+: 24* ( ) Total Sample (49) (51) (16) (35) (21) (28) (27) (18) (22) (30) (8) Gender % Region % Social Class % Age % AB C1 C2 DE F Housekeeper % (68) (32) (13) (27) Resp./ shared Other person *Caution: Small Base Size

26 © Ipsos MRBI /TAM Ireland Viewing Habits Yesterday Games Console Viewers Male Female Dublin Rest of Leinster Munster Conn/ Ulster Base: All Game Console Users 15+: 25* (49) (51) (16) (35) (21) (28) (27) (18) (22) (30) (8) ( ) Total Sample Gender % Region % Social Class % Age % (13) (27) Housekeeper % (68) (32) Resp./ shared Other person *Caution: Small Base Size AB C1 C2 DE F

27 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Live TV ●94% of respondents viewed Live TV yesterday. ●The vast majority of Live TV is viewed on a TV set at home. Summary Points

28 © Ipsos MRBI /TAM Ireland Viewing Habits How Many Watched Live TV Yesterday Q.4Which of the following did you view on yesterday? Mentions <1% not shown Base: All Respondents 15+: 912 Live TV By Device Live TV On Any Device *Note: multicode 94% viewed Live TV yesterday yrs yrs yrs 55+ yrs H’keeper with kids Viewed Live TV Yesterday 93%89%95%98%92% Viewed Live TV Yesterday On … TV Set92% Laptop3% Mobile Phone1% Tablet1% Out Of Home Screen1%

29 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Time-Weighted Findings

30 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Device Viewing By Location & Format ●216 minutes of audio-visual content is viewed in a typical day. ●TV Set is the most popular device (192 minutes); Own Home is the most popular location (202 minutes); and Live TV is the most popular format (182 minutes). Summary Points

31 © Ipsos MRBI /TAM Ireland Viewing Habits Legends At own home Someone’s else’s home Commuting At work Socially Public space Public DVD Paid For Rec. TV Live TV From Players Short Form Video Any other internet Live TV Recorded TV Paid for subscription service DVD From Players (RTE Player, 3 Player, 4OD SkyGo) Short form video (e.g. You Tube, Facebook etc.) Any other downloaded audio- visual content from internet School/College

32 © Ipsos MRBI /TAM Ireland Viewing Habits Total Pie Of Viewing Minutes Q.2You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday? 216 minutes of audio-visual content viewed on average each day Base: All Respondents 15+: 912

33 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing Minutes – Device Share Of Viewing Device Share Of Viewing Q.2You mentioned you viewed audio/visual content on a [device] yesterday, can you identify all of the times you viewed audio/visual content on a [device] yesterday? Base: All Responses 15+

34 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing Minutes – Format Share Of Viewing Format Share Of Viewing Q.4 Which of the following did you view on the [device] yesterday? Base: All Responses 15+

35 © Ipsos MRBI /TAM Ireland Viewing Habits 1.5% TV some- one else’s home 1.5% TV some- one else’s home 0.9% TV at work 0.9% TV at work Television set Laptop Desktop computer Tablet Mobile phone Games console Out of home screen 0.6% mobile own home 0.6% mobile own home 4.6% laptop at home 0.4% desktop at work 0.4% desktop at work 0.1% out of home screen at work 0.1% out of home screen at work 0.7% TV socially 0.7% TV socially 0.8% laptop at work 0.8% laptop at work 0.2% laptop someone else’s home 0.2% mobile commuting 0.2% mobile commuting 0.5% tablet own home 0.5% tablet own home 0.1% mobile in a public space 0.1% mobile in a public space 0.2% tablet commuting 0.2% tablet commuting 0.3% mobile at work 0.3% mobile at work 0.1% TV in a public space 0.1% TV in a public space 0.9% games console own home 0.9% games console own home 1.1% desktop own home 1.1% desktop own home 0.4% TV other 0.4% TV other 0.2% laptop someone else’s home 0.3% mobile someone else’s home 0.3% mobile someone else’s home 0.2% out of home screen in a public space 0.2% out of home screen in a public space 85.4% TV at home 85.4% TV at home Share Of Viewing Minutes – Device By Location Base: All Respondents 15+: 912

36 © Ipsos MRBI /TAM Ireland Viewing Habits Share Of Viewing Minutes – Device By Location Base: All Respondents 15+: 912 TV SetLaptopMobile PhoneDesktopTabletGames Console Out of Home Screen %%%% Own home Someone else’s **- Commuting -* At work *-0.1 School/College *-*-*-* Socially 0.7-*-*-* Public space *-0.2 Other *=<0.5%

37 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Television Set – Location & Format? 96%2%1% DVD Paid For Rec. TV Live TV 92%6%1% Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? Base: All TV Set Users 15+

38 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Any Other Device (Not Television Set) – Location & Format? 71%14%6%4% DVD Paid For Rec. TV Live TV 25%22%17%11% Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? Base: All Any Other Device Users 15+ Public 1% 4% From Players Any other internet Short Form Video Other 9%7%5%4%

39 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Laptop – Location & Format? 82%4%1%13% From Players Rec. TV 28%12%11% 16% Any other internet 17% Short Form Video Live TV Base: All Laptop Users 15+ Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? *Format <10% not shown

40 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Mobile Phone – Location & Format? Public 39%18%17%15%9% 16%12%38%23% Rec. TV Any other internet Short Form Video Live TV Base: All Mobile Phone Users 15+ Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? *Format <10% not shown *Location <8% not shown

41 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Desktop Computer – Location & Format? 73%27% 7%14%46%11% Rec. TV Paid For Short Form Video Live TV Base: All Desktop Users 15+ *Format <5% not shown Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? 18% Any other internet *Caution: Small Base Size (18)

42 © Ipsos MRBI /TAM Ireland Viewing Habits Viewing On Tablet – Location & Format? 62%20%7%4% DVD Rec. TV Live TV 36%24%17%13% Q.3Where did you view content on the [device] yesterday? Q.4Which of the following did you view on the [device] yesterday? Base: All Tablet Users 15+ Public 2%1%4% From Players Any other internet Short Form Video 8%1% *Caution: Small Base Size (18)

43 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Viewing Minutes By Key Audiences ●Younger (15-34) adults spend less time viewing content on a TV set than average (176 minutes per day vs. an average of 192 minutes), but almost reach the average when all devices are taken into account (215 minutes per day vs. an average of 216 minutes). ●Younger viewers (15-34 years) are also more likely than viewers generally to consume beyond Live TV, viewing more Recorded TV, DVD and content from Players. Summary Points

44 © Ipsos MRBI /TAM Ireland Viewing Habits Device Used For Viewing By Key Audience 15+ yrs Yrs Yrs Yrs 55+ yrs H’keeper with kids No. of Mins/Share % TV Set (89%)141 (79%)176 (82%)189 (90%)218 (96%)191 (89%) Laptop 12.1 (6%)14 (8%)19 (9%)10 (5%)6 (3%)12 (6%) Mobile Phone 3.4 (2%)5 (3%)6 (3%)2 (1%)- Desktop 3.3 (2%)2 (2%)1 (*)7 (3%)1 (*)6 (3%) Tablet 1.8 (1%)6 (3%)4 (2%)1 (*)- Games Console 2.1 (1%)10 (6%)6 (3%)*-2 (1% ) Out of Home Screen.9 (*)*1 (*) 2 (1%) Base: All Responses 15+ *=<0.5%

45 © Ipsos MRBI /TAM Ireland Viewing Habits Format Of Viewing By Key Audience 15+ yrs Yrs Yrs Yrs 55+ yrs H’keeper with kids No. of Mins/Share % 182 (84%)138 (76%)166 (77%)177 (84%)210 (93%)176 (81%) Any Other Format (Not Live TV) 34.3 (16%)43 (24%)49 (23%)34 (16%)16 (7%)40 (19%) 14.2 (7%)15 (8%)20 (9%)12 (6%)10 (4%)18 (8%) 2.6 (1%)7 (4%)5 (2%)2 (1%)1 (*)2 (1%) 5.2 (2%)7 (4%)7 (3%)6 (3%)2 (1%)8 (4%) 4.8 (2%)3 (2%)8 (4%)5 (2%)1 (*)5 (2%) 2.2 (1%)1 (1%)3 (1%)1 (*)3 (1%)2 (1%) 4.8 (2%)7 (4%)6 (3%)5 (2%)1 (*)4 (2%) 1 (*)3 (2%)1 (*)2 (1%) - Base: All Responses 15+ *=<0.5%

46 © Ipsos MRBI /TAM Ireland Viewing Habits Location Of Viewing By Key Audience 15+ yrs Yrs Yrs Yrs 55+ yrs H’keeper with kids No. of Mins/Share % Own home (93%)166 (92%)190 (89%)200 (95%)219 (97%)206 (95%) Someone else’s 4.5 (2%)10 (6%)10 (5%)1 (*)2 (1%)3 (1%) Commuting.9 (*)2 (1%) * -* At work 5.3 (2%) -6 (3%)5 (2%)4 (2%)2 (1%) School/College **** -* Socially 1.6 (1%)1 (1%)4 (2%)1 (*)** Public space 1.1 (1%)1 (1%)2 (1%)1 (*)*2 (1%) Other.8 (*) - -2 (1%) - Base: All Responses 15+ *=<0.5%

47 © Ipsos MRBI /TAM Ireland Viewing Habits Share Of Minutes – Device By Format Base: All Respondents 15+: 912 TV SetLaptopDesktopTabletMobile PhoneGames Console Digital Player (Apple TV) Out of Home Screen %%%% ** *0.1*0.2*- * *-0.1** ** ***** * * *- *=<0.5%

48 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Other Activities Engaged In ●Almost half of the time (49%) we do not do anything else while watching the TV set. Same for mobile (48%). While on the laptop, we are somewhat more likely to be active, with only 35% not engaged in any other activity. ●Just 1% of content is viewed simultaneously with another form of content. Summary Points

49 © Ipsos MRBI /TAM Ireland Viewing Habits Proportion Of Time Spent On Other Activities While Viewing On Television Set Q.5Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the ? *Mentions <1% not shown TV Set Base: All TV Set Users 15+: 878 % Of Minutes Spent On Activity

50 © Ipsos MRBI /TAM Ireland Viewing Habits Proportion Of Time Spent On Other Activities While Viewing On Laptop Q.5Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the ? *Mentions <1% not shown Laptop Base: All Laptop Users 15+: 99 % Of Minutes Spent On Activity

51 © Ipsos MRBI /TAM Ireland Viewing Habits Proportion Of Time Spent On Other Activities While Viewing On Mobile Phone Q.5Which of the following activities, if any, were you also engaged in while viewing audio/visual content on the ? *Mentions <1% not shown Mobile Base: All Mobile Phone Users 15+: 55 % Of Minutes Spent On Activity

52 © Ipsos MRBI /TAM Ireland Viewing Habits Simultaneous Viewing ●3% of respondents viewed audio-visual content simultaneously on any 2(+) devices yesterday. ●TV set, laptop and mobile are devices most often used for simultaneous viewing. ●1% of total daily viewing is spent simultaneous viewing. Base: All Respondents 15+: 912

53 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Profiles

54 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Male Base: All Males 15+: 446 Location % Viewing on Television Set Format % Own home Someone else’s home Work Socially Public space Other Live TV Rec. TV DVD Paid for service average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 *Devices <1% not shown

55 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Female Location % Viewing on Television Set Format % Own home Someone else’s home Work Live TV Rec. TV DVD Paid for service 215 average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 Base: All Females 15+: 466 *Devices <1% not shown

56 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Year Olds Location % Viewing on Television Set Format % Own home Someone else’s home Work Socially Public space Live TV Rec. TV DVD average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 Base: All Year Olds: 442 *Devices <1% not shown

57 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Year Olds Location % Viewing on Television Set Format % Own home Someone else’s home Socially Other Live TV Rec. TV DVD Paid for service average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 Base: All Year Olds: 270 *Devices <1% not shown

58 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – 55+ Year Olds Location % Viewing on Television Set Format % Own home Someone else’s home Work Live TV Rec. TV Paid for service 225.7average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 *Devices <1% not shown Base: All 55+ Year Olds: 200

59 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Housekeeper/Shared Location % Viewing on Television Set Format % Own home Someone else’s home Work Socially Live TV Rec. TV DVD Paid for service average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 Base: All Head of Households: 592 *Devices <1% not shown

60 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Non-Housekeeper Location % Viewing on Television Set Format % Own home Someone else’s home Socially Work Live TV Rec. TV DVD average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 *Devices <1% not shown Base: All Non-Head of Households: 320

61 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Housekeeper/Shared With Kids Base: All Head of Households/Shared With Kids: 290 Location % Viewing on Television Set Format % Own home Someone else’s home Work Socially Other Live TV Rec. TV DVD Paid for service average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 *Devices <1% not shown

62 © Ipsos MRBI /TAM Ireland Viewing Habits Overall Profile – Housekeeper/Shared Without Kids Base: All Head of Households/Shared Without Kids: 302 Location % Viewing on Television Set Format % Own home Someone else’s home Socially Live TV Rec. TV DVD Paid for service 225.1average minutes viewing daily Q.1 / Q.2 / Q.3 / Q.4 *Devices <1% not shown

63 © Ipsos MRBI /TAM Ireland Viewing Habits© Ipsos MRBI /TAM Ireland Viewing Habits Conclusions

64 © Ipsos MRBI /TAM Ireland Viewing Habits Conclusions Now ●Adults in Ireland still prefer to watch TV at home, which accounts for 85.4% of all audio-visual content consumed. ●Outside of TV at home, laptop at home viewing is next most popular, accounting for 4.6% of content consumed. Beyond TV at home and laptop at home, the viewing market begins to fragment with, interestingly, watching a TV set in someone else’s home (1.5%) the third most popular device/location combination. ●Mobiles and tablets combined accounted for 2.2% of viewing, with most of this taking place at home or in someone else’s home. Just 0.5% of all viewing can be classified as pure mobile (in other words mobile or tablet while commuting, out socially or in a public space).

65 © Ipsos MRBI /TAM Ireland Viewing Habits Conclusions The Future ●While the TV set accounts for the majority of audio-visual minutes viewed, consumption via other devices is likely to grow with advances in technology, accompanied by an increase in technology literacy and greater affordability. ●3% of Irish adults rely solely on a device other than a TV set to view content in a typical day, with this figure rising to 6% of those aged ●A further 15% of adults consume content on another device in addition to a TV set, and this rises to 29% for 15-34s. It will be interesting to see if these new behaviours are carried with them as they grow older. ●So far, new devices are being used to view content at home more than out of home. The future may be mobile, but for audio-visual content, it is not here yet for the vast majority of consumers.

66 © Ipsos MRBI /TAM Ireland Viewing Habits Thank you © 2013 Ipsos MRBI – all rights reserved Ipsos MRBI © Ipsos MRBI /TAM Ireland Viewing Habits For further information contact on