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. During DSO we increased the frequency of the ES to monthly so that we could track changes in platforms leading up-to-and following Digital Switchover. *The data contained in these slides relate to January 2013* Establishment Survey

94% of all households in Ireland have at least 1 TV – this is only down marginally compared to May, which was pre 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 May 2012 – January 13

Children ,000 Adults 15+ 3,384,000 Housekeepers 1,552,000 Adults ABC1 1,372,000 Adults 15 – 34 1,147,000 Housekeepers with kids 543,000 Current TV Population Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey January 2013

Reception Types Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey May 2012 – January 2013 * Note – The Irish DTT figure includes Irish Terrestrial homes up until switchover, therefore the May 2012 included Irish Terrestrial homes but the January 2013 figure refers to Irish DTT homes only*

The number of TV sets changed slightly post DSO. The number of TV homes with 1 set increased, while those with 2+ sets decreased. 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 as homes replace secondary sets in the home with new digital offerings Number of TV Sets per Household Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey May 2012 – January 2013

Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey May 2011 – January 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 53% of all TV homes in the latest survey. Interestingly time-shift viewing still only accounts for 8% of total viewing despite the levels of growth in ownership. PVR Ownership

Viewing TV via other Devices Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey January 2013 The 2 nd or companion screen is a phenomenon that has been attracting a lot of media attention recently. The majority of research conducted on the topic of 2 nd screens is that they are still seen by viewers as complimentary to the main screen rather than as a replacement. Viewers for the main-part use them to catch up on TV content or to view content on the move. In the latest Establishment Survey, 23% of viewers claim to have watched TV content via a 2 nd device at some time. Laptops are still by far the most popular alternative screen at 19%.