Television - Jill McGrath, TAM Ireland

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Television - Jill McGrath, TAM Ireland

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Television - Jill McGrath, TAM Ireland

  1. 1. TAM Ireland – Reporting on 34 Channels every day
  2. 2. 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
  3. 3. TV is in Rude Health
  4. 4. 2,799,000 TV sets in the country947,000 HD ready sets in the country78,000 3D TV sets in country371,000 TV sets purchased in last 12 months
  5. 5. Adults Viewed TV for 3hrs 32 mins Every DayChildren Viewed TV for 2hrs 20 mins Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National Every Day
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Jan – Oct 2012 92% of all TVviewing is live as broadcast
  10. 10. 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
  11. 11. Newspapers were the original ‘2nd screen’
  12. 12. 40% of all tweets duringpeak time are TV related. The watercooler has moved online.
  13. 13. NBC Study on Cross Platform Performance of London OlympicsMost watched event in TV history – 82 million digital users Key InsightsTV is still king - 89+% consumed on TV - 11pc on other digital platformsIf there is a choice of devices - TV winsMore screens = more TV viewingMedia begets mediaNo cannibalisationRise of the sim viewerWatching on TV and consuming similar content on other platformsGrowth of viewing in the younger market was biggestUse of Social Amplifies awarenessPromotes use among younger consumersLargest driver of social conversation of all timeSocial media if used correctly can extend the life of the program
  14. 14. But what about the ads?
  15. 15. 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
  16. 16. Irish consumers place higher trust in advertisingQ. 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 18 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  17. 17. 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 19 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  18. 18. THANK YOUwww.tamireland.ie @tam_ireland 20

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