1. Report on the Current Television Viewing Mechanisms in Ireland J.2285 Prepared for Prepared by Ian McShane December2010

2. 2 Background & Objectives BACKGROUND By October 2010, 94.5% of the population of the Republic of Ireland will have had access to a DTT service from RTÉ and the penetration level which will have grown to over 97% by the Spring of next year. Eventually, the DTT service will cover 98% of the population, with a supplementary satellite service provided to the 2% of the population not covered by DTT. By definition, the roll-out of DTT will coincide with the wind-down of Ireland’s analogue terrestrial television network, with analogue no longer available at all in Ireland (or indeed in any EC member states) by the end of 2012. With a view to informing the Department of Communications, Energy and Natural Resources (DCENR) as to how best navigate the move from Analogue Terrestrial Television (ATT) to Digital Terrestrial Television (DTT), it was decided to conduct an independent research study. The study involved the systematic sampling and interviewing of a representative sample of all Irish TV households, by way of administration of a structured questionnaire.

3. 3 Background & Objectives OBJECTIVES The specific research objectives were to produce statistically valid and reliable information from amongst a representative sample of appropriate individuals within TV households in the Republic of Ireland concerning;  The number of households currently utilizing the different types of TV reception methods (i.e. Irish Terrestrial (Analogue); Multi Terrestrial (Irish and UK channels); cable/satellite).  Geographical distribution and Socio-demographic profile (household size; social class; age of householder; working status of household members etc) of different TV reception type households (including analogue).  Capacity of analogue only TV households to upgrade to a DTT service, number and location of ATT households where assistance may be required in the upgrade to DTT, and the type of assistance that these household types may need to do so. A structured questionnaire was designed by Behaviour & Attitudes in consultation with the DCENR, with a view to meeting the above objectives.

4. 4 Methodology A quantitative, face-to-face, in-home survey methodology was employed. A sample of 1,100 Irish households (yielding 1096 TV homes) was achieved, producing a set of findings which can be deemed to be accurate to within plus or minus three percentage points at the 95% confidence level. Statistical margins of error will by definition be greater than 3% for any sub-samples analysed (for example, when reviewing responses within terrestrial reception homes). These differences in margins of error between sub-groups have been taken into account in the commentary and conclusions featured throughout the report. A multi-staged quota controlled sampling procedure, with randomly selected starting points within geographically stratified primary sampling units was utilised. The sample was initially stratified by a total of 16 broad regions within the four standard areas of Dublin, Rest of Leinster, Munster and Connaught/Ulster. This ensured a representative territorial spread of primary sampling units, based on the Behaviour & Attitudes in-home sampling frame built around CSO data.

5. 5 Methodology Within each cell of this matrix, the appropriate number of primary sampling units i.e. District Electoral Divisions (DEDs) was chosen using probability sampling procedures (proportionate to size of population). A total of 110 primary sampling units was selected, with 10 interviews conducted at each PSU. From each randomly selected address at each PSU, interviewers followed a random route procedure (first left, next right etc) calling at every nth house to complete an interview, until their controls had been filled. Only one interview was harnessed per household with a responsible adult aged 18yrs+. In households where more than one person qualified for interview, the next birthday method was used as the selection method. Quotas were also set by age of head of household, and social class and size of household. Fieldwork was conducted over the period 1 st – 19 th November, 2010.

6. 6 J.0000 Section One: Findings NB: Please note that percentages will often add to more than 100% due to multiple responses

7. 7 Reception Type: Definitions Employed The total sample of 1,096 respondents was grossed up at analysis stage to population estimates based on the most recently available CSO information. The total target universe of 1,589,000 TV households was based on the most recently available (September 2010 data) Irish TAM Ltd estimates. Definitions of the key reception types featured in this report are as follows:  Irish Terrestrial. TV homes which only receive one or more of the four Irish TV channels via roof-top, built-in or set-top aerial.  Multi Terrestrial. TV homes which receive at least one of the UK channels, but do not receive any cable/satellite channels.  Cable/Satellite. Homes which receive any cable/satellite channels (Sky One, MTV, Sports channels, movie channels, etc), including digital TV reception.  Multi Total. Multi Terrestrial and cable/satellite (as above) combined.  All TV Homes. All homes in the country with at least one TV set.

8. 8 Overall Reception Type Base: All TV homes (n=1,096) Irish Terrestrial (151,000 households) Cable/Satellite (1.33m) Multi Terrestrial (103,000 households) % An estimated one in ten Irish TV homes receive the Irish TV channels alone, with a further 6% in receipt of Irish and UK Terrestrial channels alone. The balance (1.3 million) receive cable/satellite channels.

9. 9 Overall Reception Method Base: All TV homes (n=1,096) 511,000 221,000 146,000 143,000 1.3m 469,000 641,000 206,000 511,000 221,000 146,000 143,000 1.3m 469,000 641,000 206,000 Household population Estimate Q.2aHow are the TV channels received on each set in your home starting with the main set first, is it …? Please read out. May be more than one answer. Please use SHOW CARD ‘C’ % NB. Homes may have more than one reception method Over half a million TV homes rely, at least in part, on some type of aerial for TV reception, with UHF more predominant than VHF. Analysis of the data indicates that an estimated 70,000 households are solely reliant on a VHF rooftop aerial for TV reception. 57% of these households are in the Munster region, and 68% of them are unaware of the 2012 analogue switch-off. A further 110,000 households are solely reliant on a UHF rooftop aerial. Of those households using an ‘other’ type of aerial, 45% have a household satellite dish, 10% have cable reception and 3% have MMDS reception. Over half a million TV homes rely, at least in part, on some type of aerial for TV reception, with UHF more predominant than VHF. Analysis of the data indicates that an estimated 70,000 households are solely reliant on a VHF rooftop aerial for TV reception. 57% of these households are in the Munster region, and 68% of them are unaware of the 2012 analogue switch-off. A further 110,000 households are solely reliant on a UHF rooftop aerial. Of those households using an ‘other’ type of aerial, 45% have a household satellite dish, 10% have cable reception and 3% have MMDS reception.

10. 10 Reception Type X Reception Method Base: All TV homes (n=1,096) Q.2aHow are the TV channels received on each set in your home starting with the main set first, is it …? Please read out. May be more than one answer. TOTAL RECEPTION TYPE Irish Terrestrial Multi Terrestrial Cable/ Satellite Base: 1,09610170924 RECEPTION METHOD%% Aerial (any)32 1008321 UHF Aerial14 34598 VHF Aerial9 37116 Other Aerial9 29136 Any cable/satellite83 -998 UPC Cable/Satellite30 -435 Sky Cable/Satellite40 --48 Other Cable/Satellite13 -515 Other4 -84 Irish Terrestrial homes are split quite evenly between aerial types.

11. 11 Reception Type Penetration x Region Base: All TV homes (n=1,096) Dublin 99% Dublin 99% Munster Rural 72% Munster Rural 72% Munster Urban 90% Munster Urban 90% Connaught Rural 81% Connaught Rural 81% Connaught Urban 92% Connaught Urban 92% Ulster Urban 100% Ulster Urban 100% Multi-Total Leinster Urban 95% Leinster Urban 95% Leinster Rural 87% Leinster Rural 87% Ulster Rural 98% Ulster Rural 98%

12. 12 Reception Type Penetration x Region Base: All TV homes (n=1,096) Dublin 1% Dublin 1% Munster Rural 28% Munster Rural 28% Munster Urban 10% Munster Urban 10% Connaught Rural 18% Connaught Rural 18% Connaught Urban 8% Connaught Urban 8% Ulster 2% Ulster 2% Dublin 2% Dublin 2% Munster Rural 0% Munster Rural 0% Munster Urban 0% Munster Urban 0% Connaught Rural 19% Connaught Rural 19% Connaught Urban 18% Connaught Urban 18% Ulster Rural 40% Ulster Rural 40% Irish Terrestrial Multi Terrestrial Leinster Urban 5% Leinster Urban 5% Leinster Rural 13% Leinster Rural 13% Ulster Urban 29% Ulster Urban 29% Leinster Rural 7% Leinster Rural 7% Leinster Urban 5% Leinster Urban 5%

13. 13 Terrestrial Reception Penetration x Region Base: All TV homes (n=1,096) Dublin 3% Dublin 3% Munster Rural 28% Munster Rural 28% Munster Urban 10% Munster Urban 10% Connaught Rural 37% Connaught Rural 37% Connaught Urban 26% Connaught Urban 26% Ulster Urban 29% Ulster Urban 29% Terrestrial TV Leinster Urban 10% Leinster Urban 10% Leinster Rural 20% Leinster Rural 20% Ulster Rural 42% Ulster Rural 42%

14. 14 Reception Type: Regional Distribution Base: All TV Homes (n=1096) Multi Total Leinster Urban Leinster Rural Munster Rural Munster Urban Connaught Rural Connaught Urban Ulster Urban Dublin Ulster Rural %

15. 15 Reception Type: Regional Distribution Base: All Irish Terrestrial respondents (n=101) / Multi Terrestrial respondents (n=70) Leinster Urban Leinster Rural % Approximately half of all Irish Terrestrial homes are located in the Munster region. The balance is mainly spread across Leinster (excluding Dublin) and Connaught. Almost three quarters of all such homes are located in rural areas. Conversely, Multi Terrestrial homes are well distributed across Connaught, Ulster and Leinster. Approximately half of all Irish Terrestrial homes are located in the Munster region. The balance is mainly spread across Leinster (excluding Dublin) and Connaught. Almost three quarters of all such homes are located in rural areas. Conversely, Multi Terrestrial homes are well distributed across Connaught, Ulster and Leinster. Munster Rural Munster Urban Connaught Rural Connaught Urban Ulster Dublin Irish Terrestrial Multi Terrestrial Leinster Urban Leinster Rural Munster Rural Munster Urban Connaught Rural Connaught Urban Ulster Urban Dublin Ulster Rural %

16. 16 Terrestrial Reception: Regional Distribution Base: All Terrestrial respondents (n=171) Leinster Urban Leinster Rural % Munster Rural Munster Urban Connaught Rural Connaught Urban Ulster Urban Dublin Terrestrial TV Ulster Rural

17. 17 Awareness of 2012 Analogue Switch-Off Base: All TV homes (n=1,096) Q.11 Were you aware that by the end of 2012 it will no longer be possible to receive RTÉ1, RTÉ2, TV3, or TG4 TV stations by way of analogue terrestrial reception (that is, it will no longer be possible to receive any of these Irish TV stations through a standard roof-top aerial, or a set-top aerial/ rabbits ears). TOTAL RECEPTION TYPE Irish Terrestrial Multi Terrestrial Cable/ Satellite Base: 1,09610170924 %% Yes, aware44 365144 No, not aware53 574053 Not sure3 683 44% of all TV householders are aware of the analogue switch-off. Irish Terrestrial homes are actually least aware of all reception types of the analogue switch-off. Just half of Multi Terrestrials are aware.

18. 18 Regional Awareness of 2012 Analogue Switch-off Base: All TV homes (n=1,096) Awareness % All in all, no significant different in awareness between regions Q.11Were you aware that by the end of 2012 it will no longer be possible to receive RTÉ1, RTÉ2, TV3, or TG4 TV stations by way of analogue terrestrial reception (that is, it will no longer be possible to receive any of these Irish TV stations through a standard roof-top aerial, or a set-top aerial/ rabbits ears).

19. 19 Likelihood of Purchasing New TV Set Within Next 6 Months Base: All TV homes (n=1,096) Q.10 Are you or anyone else in the household likely to buy a new television set over the next six months or so? All in all, it seems likely that between no more than 3 and 5% of all Irish TV households will invest in a new TV set over the next six months or so, regardless of reception type. TOTAL RECEPTION TYPE Irish Terrestrial Multi Terrestrial Cable/ Satellite Base: 1,09610170924 %% Will definitely buy3 134 Will probably buy6 866 Will probably not buy9 1099 Will definitely not buy77 7877 Don’t know5 454

20. 20 Services Most Likely to Opt for Post Analogue Switch-Off Base: All Irish Terrestrial respondents (n=101) Don’t know % Most will opt for a non-subscription service alternative. NB respondents are likely to have made differing assumptions regarding the number and range of channels which might be provided via free to air Irish satellite dish or DTT services Most will opt for a non-subscription service alternative. NB respondents are likely to have made differing assumptions regarding the number and range of channels which might be provided via free to air Irish satellite dish or DTT services Q.12Following the switch-off of analogue TV reception at the end of 2012, which one of the following are you most likely to opt for to ensure you can continue to receive the Irish TV stations? Cable TV subscription MMDS TV subscription Satellite Dish TV subscription Irish Digital Terrestrial TV (rooftop/set top aerial, no subscription) Irish satellite dish service (no subscription) IPTV (e.g. through a games console or direct broadband connection) None of the above (once analogue TV is switched off I will do without any Irish TV stations)

21. 21 Services Most Likely to Opt for Post Analogue Switch-off Base: All Multi Terrestrial respondents with aerial (n=57) % Q.12Which one of the following are you most likely to opt for to ensure you can continue to receive the Irish TV stations? Don’t know Cable TV subscription MMDS TV subscription Satellite Dish TV subscription Irish satellite dish service (no subscription) IPTV (e.g. through a games console or direct broadband connection) None of the above (once analogue TV is switched off I will do without any Irish TV stations) Irish Digital Terrestrial TV (rooftop/set top aerial, no subscription) Multi Terrestrial homes most likely to opt for a satellite dish alternative. NB respondents are likely to have made differing assumptions regarding the number and range of channels which might be provided via free to air Irish satellite dish or DTT services.

22. 22 Irish DTT/ Satellite Dish Services Most Prefer Base: All Irish Terrestrial Homes Likely to Switch to Non-Subscription Services (n=66) % Sports and movie channels along with the UK Terrestrial channels the most attractive DTT services. Q.13 The new Irish Digital TV services just mentioned will allow for the introduction of a small number of additional Irish TV stations. Which of the following would you most like to see introduced? And the next? And the next? Continue until all options are ranked. And the next? 1 st mention 2 nd mention Any mention

23. 23 Irish DTT/Satellite Dish Services Most Prefer Base: All Multi Terrestrial Homes Likely to Switch to Non-Subscription Services (n=40) News, sports and movie channels the strongest preferences for DTT services. Q.13The new Irish Digital TV services just mentioned will allow for the introduction of a small number of additional Irish TV stations. Which of the following would you most like to see introduced? And the next? And the next? Continue until all options are ranked. And the next? 1 st mention 2 nd mention Any mention %

24. 24 J.0000 Section One: TV Household Profile: Reception Type Differences

25. 25 All TV Homes Versus Irish Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) No. TV Sets in Home % Q.1How many TV sets are there in your household? Please include all TV sets whether they’re working or not. All TV homes All Irish Terrestrial Three quarters of Irish Terrestrial homes have just one TV set.

26. 26 All TV Homes Versus Irish Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Equipment Attached to Main TV Set % Q.1a Which of the following pieces of equipment are connected to each set? Thinking of your main set first. Could you tell me if it is All TV homes All Irish Terrestrial Irish Terrestrial homes significantly less likely to have ancillary TV equipment attached to main sets.

27. 27 All TV Homes Versus Irish Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) How Deal With New TV Equipment % Q.1b When new pieces of television equipment need to be connected or installed in your home (e.g. New TV set, DVD player, games console, set top box) how is it usually dealt with? Half of all Irish Terrestrial households need the help of a professional or acquaintance when dealing with new TV equipment. All TV homes All Irish Terrestrial

28. 28 All TV Homes Versus Irish Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Telephone Ownership % Very low broadband/internet penetration All TV homes All Irish Terrestrial Mobile Phone Ownership % Type of Internet Access %

29. 29 All TV Homes vs Irish Terrestrial Households: Demographic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Respondent Gender % Compared to all TV homes, the typical Irish Terrestrial household is smaller (1-2 individuals), older (almost half of the heads of household are aged 60 yrs +), with a marginal female bias. All TV homes All Irish Terrestrial Chief Income Earner Age Size of Household %

30. 30 All TV Homes vs Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Social Class Irish Terrestrial heads of households are more likely than average to be employed in the farming sector, work in manual occupations, or be in receipt of state benefits. 8% are employed as professionals and senior management (in line with the national average). All TV homes All Irish Terrestrial %

31. 31 All TV Homes vs Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) No. of Income Earners in Home Irish Terrestrial homes are more inclined to have a single income earner in the home. All TV homes All Irish Terrestrial %

32. 32 All TV Homes versus Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) A third of all Irish households are finding it difficult to manage their finances. All TV homes All Irish Terrestrial Household Income Sufficiency % Q. Is your household income sufficient for you to afford a satisfactory standard of living?

33. 33 All TV Homes versus Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) % 44% of these homes are in receipt of household benefit scheme payments. All TV homes All Irish Terrestrial Household Receipt of Benefit Payment Scheme Q. Is anyone in your household in receipt of the Household Benefit Payment Scheme which includes a contribution towards a number of utility bills, including free TV license?

34. 34 All TV Homes versus Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) % 50% of Irish Terrestrial heads of household are not working outside the home. All TV homes All Irish Terrestrial Chief Wage Earner: Working Status

35. 35 All TV Homes versus Irish Terrestrial Households: Socio-Economic Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) % One in five Irish Terrestrial heads of household have Primary Level education alone. Chief Wage Earner: Education Level All TV homes All Irish Terrestrial

36. 36 Irish Terrestrial Households: Socio-Economic Profile Base: All Irish Terrestrial Homes (n=101) % Q.15dFor each person, please record whether they receive any social welfare benefits No significant difference here. All TV homes All Irish Terrestrial Anyone in home on social welfare benefits

37. 37 All TV Homes vs Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Q.5a In a typical week, on how many days do you and your household/family view television in your home? Q.5b On a typical viewing day, how many minutes do you and your household/family view television? All TV homes All Irish Terrestrial Irish Terrestrial households watch significantly less TV than average. % No. Household Hours spent viewing TV per week

38. 38 All TV Homes vs Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Favourite TV Channel % Q.5 Taking everything into account, what is your favourite TV channel? All TV homes All Irish Terrestrial 33% of Irish homes nominate an RTÉ channel as their favourite, with 17% opting for TV3. Six in ten Irish Terrestrial homes nominate RTÉ as their favourite TV provider. 33% of Irish homes nominate an RTÉ channel as their favourite, with 17% opting for TV3. Six in ten Irish Terrestrial homes nominate RTÉ as their favourite TV provider. All other mentions 1% and less

39. 39 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Household Daily Minutes of Radio Consumption % Q.6c On a typical day, how many MINUTES do you and your household/family listen to the radio? All TV homes All Irish Terrestrial Irish Terrestrial households are heavier consumers of radio than the average.

40. 40 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Favourite Radio Station % Q.6dTaking everything into account, what is your favourite radio station? All TV homes All Irish Terrestrial And very positively disposed towards local radio.

41. 41 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Daily Papers Buy % Q.7 Which of these daily newspapers do you and your household/family buy nowadays? All TV homes All Irish Terrestrial Heavier than average readers of the Irish Independent, Irish Examiner and Regional titles.

42. 42 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Sunday Papers Buy % Q.8 Which of these Sunday newspapers do you and your household/family buy nowadays? All TV homes All Irish Terrestrial Over a third do not buy any Sunday newspapers at all.

43. 43 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Internet Usage % Q.9Which of the following do you use the internet for nowadays? All TV homes All Irish Terrestrial The small number of internet users access the same type of content as the average online browser.

44. 44 All TV Homes versus Irish Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Preferred Source of Switch-Off Information % Q.17From which of the following sources would you most like to receive information about the analogue switch- off? All TV homes All Irish Terrestrial Strong disposition towards booklet/leaflet drops, although general PR and above the line activity will have a role to play too.

45. 45 All TV Homes versus Irish Terrestrial Households: Disability Profile Base: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Types of Disabilities Suffered From % Q.16Does anyone in the household suffer from any of the following types of disability? By this we mean the type of disability which affects the way people live their lives. All TV homes All Irish Terrestrial The (older) Irish Terrestrial householder will be marginally more inclined to be hard of hearing.

46. 46 J.0000 Section One: TV Household Profile: Reception Type Differences

47. 47 All TV Homes versus Multi Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) No. TV Sets in Home % Q.1How many TV sets are there in your household? Please include all TV sets whether they’re working or not. All TV homes All Multi Terrestrial Reception Two thirds of Multi Terrestrial homes own just one TV set.

48. 48 All TV Homes versus Multi Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Equipment Attached to Main TV Set % Q.1aWhich of the following pieces of equipment are connected to each set? Multi Terrestrials less likely to have ancillary TV equipment attached to the main set. All TV homes All Multi Terrestrial Reception

49. 49 All TV Homes versus Multi Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) How Deal With New TV Equipment % Q.1b When new pieces of television equipment need to be connected or installed in your home (e.g. New TV set, DVD player, games console, set top box) how is it usually dealt with? More likely to seek external assistance in connecting/installing TV equipment. All TV homes All Multi Terrestrial Reception

50. 50 All TV Homes versus Multi Terrestrial Households: Technological Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Telephone Ownership % Significantly lower mobile phone and broadband ownership amongst Multi Terrestrials. Mobile Phone Ownership % Type of Internet Access % All TV homes All Multi Terrestrial Reception

51. 51 All TV Homes versus Multi Terrestrial Households: Demographic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Respondent Gender % Older heads of household, and smaller than average household size. Chief Income Earner Age Size of Household % All TV homes All Multi Terrestrial Reception

52. 52 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Social Class Compared to the average household, Multi Terrestrial homes are strongly skewed towards the farming community. % All TV homes All Multi Terrestrial Reception

53. 53 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) No. of Income Earners in Home Two thirds of these households have one income earner in the home. % All TV homes All Multi Terrestrial Reception

54. 54 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) A third are struggling to manage their household income (very much in line with the national average) Household Income Sufficiency % All TV homes All Multi Terrestrial Reception Is your household income sufficient for you to afford a satisfactory standard of living?

55. 55 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) % 37% are recipients of the household benefit payment scheme. Household Receipt of Benefit Payment Scheme All TV homes All Multi Terrestrial Reception Is anyone in your household in receipt of the Household Benefit Payment Scheme which includes a contribution towards a number of utility bills, including free TV license?

56. 56 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) % Half of Multi Terrestrial heads of household are not working outside the home. Chief Wage Earner: Working Status All TV homes All Multi Terrestrial Reception

57. 57 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) % Three quarters of Multi Terrestrial heads of household are educated to primary or secondary level. Chief Wage Earner: Education Level All TV homes All Multi Terrestrial Reception Q.15bAt what level of education did each person finish their formal education, if any, or are they still in education?

58. 58 All TV Homes versus Multi Terrestrial Households: Socio Economic Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) % Q.15dFor each person, please record whether they receive any social welfare benefits 57% have someone in the home receiving social welfare benefits. Anyone in home on social welfare benefits All TV homes All Multi Terrestrial Reception

59. 59 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Multi Terrestrial homes consume marginally less TV than average. % All TV homes All Multi Terrestrial Reception No. Household hours spent viewing TV per week Q.5a In a typical week, on how many days do you and your household/family view television in your home? Q5b On a typical viewing day, how many minutes do you and your household/family view television?

60. 60 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Favourite TV Channel % Q.5 Taking everything into account, what is your favourite TV channel? 50% opt for an RTÉ channel as their favourite with almost a quarter nominating TV3. All other mentions 1% and less All TV homes All Multi Terrestrial Reception

61. 61 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Household Daily Minutes of Radio Consumption % Q.6c On a typical day, how many MINUTES do you and your household/family listen to the radio? Marginally higher consumers of radio. All TV homes All Multi Terrestrial Reception

62. 62 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Favourite Radio Station % Q.6dTaking everything into account, what is your favourite radio station? Significantly more inclined towards local/regional radio. All TV homes All Multi Terrestrial Reception

63. 63 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Daily Papers Buy % Q.7 Which of these daily newspapers do you and your household/family buy nowadays? No major skews emerge with regard to daily papers purchased. All TV homes All Multi Terrestrial Reception

64. 64 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Sunday Papers Buy % Q.8 Which of these Sunday newspapers do you and your household/family buy nowadays? More likely to purchase the Sunday Independent and the Sunday World. All TV homes All Multi Terrestrial Reception

65. 65 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Internet Usage % Q.9Which of the following do you use the internet for nowadays? Average patterns of online content consumption. All TV homes All Multi Terrestrial Reception

66. 66 All TV Homes versus Multi Terrestrial Households: Media/Communications Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Preferred Source of Switch-Off Information % Q.17From which of the following sources would you most like to receive information about the analogue switch- off? Two thirds would like to be informed of the switch-off via leaflet/booklet drop. All TV homes All Multi Terrestrial Reception

67. 67 All TV Homes vs Multi Terrestrial Households: Household Disability Profile Base: All TV Homes (n=1096), Multi Terrestrial Reception (n=70) Types of Disabilities Suffered From % Q.16Does anyone in the household suffer from any of the following types of disability? By this we mean the type of disability which affects the way people live their lives. No significant skews or biases with regard to disabilities experienced. All TV homes All Multi Terrestrial Reception

68. 68 J.0000 Section One: Conclusions

69. 69 Conclusions Over a quarter of a million Irish households are currently reliant on analogue TV reception, with Irish Terrestrial homes constituting roughly 60% of them. Within the balance of cable/satellite homes, approximately 650,000 homes are subscribers to Sky, with a further 470,000 subscribing to a UPC service. With regard to reception method, over half a million TV homes use, at least in part, some type of aerial for TV reception, with UHF more predominant than VHF in this regard. An estimated 70,000 Irish homes (4% of all TV homes) are solely reliant on a VHF Rooftop aerial for TV reception, with a further 110,000 solely reliant on a UHF aerial. As such, it is clear that sizeable numbers of Irish TV households will, as of November 2010, be in need of information regarding the 2012 analogue switch-off. In formulating appropriate communications strategies around the switch-off, it is worth noting that the regional distribution of Irish Terrestrial homes is quite different to that of Multi Terrestrial households. Thus, as many as half of Irish Terrestrial homes are located in the Munster region, while Multi Terrestrial homes are fairly well distributed across Connaught, Ulster and Leinster. Thus, there is no one broad region across the country which can be ignored from a communications point of view, although it is the case that the vast majority of analogue homes are located in rural areas across the country, with extremely low penetration in the Dublin area.

70. 70 Conclusions One of the logistical implications of this rural analogue skew is that 56% of all analogue homes are detached houses, compared to just 35% of all TV homes in the country. A majority of Irish Terrestrial homes (63%), and half of all Multi Terrestrial homes are currently unaware that by the end of 2012 it will no longer be possible to receive RTÉ One, RTÉ Two, TV3 or TG4 TV stations by way of analogue terrestrial reception. While awareness levels will no doubt increase naturally as broad media coverage of the issue increases over the course of 2011, it is clear that a focussed communications campaign can only help in informing such households of the alternatives available to them post-2012, and how they might go about obtaining these alternatives. On this point, it is important to note that very low numbers of TV households (including analogue households) are planning to purchase a new TV set in the immediate future, suggesting that the adoption of new technology alone cannot be relied upon as a means of empowering households with new TV reception systems. The great majority of both Irish Terrestrial and Multi Terrestrial householders indicate when asked that they are most likely to opt for either a free to air Irish TV service (either DTT or satellite dish), following the switch-off of analogue at the end of 2012. Note respondents are likely to have made differing assumptions regarding the number and range of channels which might be provided via free to air Irish satellite dish or DTT services Note respondents are likely to have made differing assumptions regarding the number and range of channels which might be provided via free to air Irish satellite dish or DTT services

71. 71 Conclusions Roughly 1 in 7 of all analogue respondents (whether Irish or Multi Terrestrial), suggest that they either do not know which system they will opt for post switch-off, or that they will survive without any Irish TV stations when this does occur. There are no significant regional variations for this subset of households, representing as they do just 2 to 3% of all TV homes. The main body of the report sets down a detailed profile of Irish TV households compared to Irish Terrestrial and Multi Terrestrial homes, with a view to building a pen portrait of each cohort. With regard to the key question as to the type of assistance households may require as part of the analogue switch-off, it is worth noting that less than half of all analogue households appear to be proficient in the connection or installation of new pieces of TV equipment in their own home. Indeed, analogue TV homes are significantly less likely than the average TV household to have ancillary TV equipment (e.g. DVD recorders, internet enabled devices etc) attached to their household TV sets, with the great majority of them in fact owning only one television set altogether.

72. 72 Conclusions This does suggest that an informational campaign around the adoption of new technologies will be required during 2011. In considering the style and tone of any such campaigns, it should be noted that the typical Irish Terrestrial household is smaller than average (with three quarters of them comprising just one to two individuals), older (with 6 in 10 of their heads of household aged 52 years+) with a marginal female bias. A broadly similar demographic profile is evident amongst Multi Terrestrial households. The message is clear - a communications campaign around alternative reception technologies in the home will be required during 2011, with concise and easy to understand step by step guidelines likely to be necessary. As mentioned, the majority of analogue householders indicate that they are likely to switch to one of the non-subscription alternatives post 2012. It appears likely from the profile of analogue households that many of them will need to upgrade their existing TV set as part of this process.

73. 73 Conclusions With this in mind, it needs to be noted that there are significant socio-economic skews amongst analogue households towards manual worker and state benefit recipient heads of household (Irish Terrestrial), and members of the farming community (both Irish and Multi Terrestrial homes). Approximately 4 in 10 of Irish Terrestrial homes and more than a third of Multi Terrestrial homes are currently in receipt of the household benefit payment scheme which includes a free TV licence. As a function of the age of analogue householder (i.e. more likely to be retired) and his/her broad socio-economic profile, significant proportions of analogue householders are in receipt of some type of social welfare benefits. With roughly a third of all TV householders (regardless of reception type) admitting that they are struggling from a financial perspective, it is clear from all of the survey data that many TV homes would find it difficult to invest any significant amount of money in new TV equipment as part of the analogue switch-off process.

74. 74 Conclusions With regard to the most appropriate channels of communication regarding the switch-off, it is a fact that analogue homes are heavier than average consumers of radio, particularly local/regional radio stations. Advertising in daily (as opposed to Sunday) newspapers, particularly national broadsheet titles, also seems likely to reach significant proportions of this audience. With all analogue households significantly under-indexing on in-home internet access, it would appear that digital media campaigns are unlikely to be particularly effective for these audiences. Such individuals do, however, display a strong disposition towards informational booklet/leaflet drops to their homes, although general PR and above the line activity would also render any communications campaign that bit more effective.

75. 75 Thank you