1. TAM Ireland Ltd / Nielsen TAM - Establishment Survey
Who owns what?

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

3. TV Ownership
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
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 2013 v’s April 2013

4. Housekeepers with kids
Current TV Population
Adults 15+
3,397,000
Children 4 -14
676,000
Housekeepers
1,572,000
Adults 15 – 34
1,151,000
Housekeepers with kids
556,000
Adults ABC1
1,358,000
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey April 2013

5. Reception Types
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 2013 vs Apr 2013

6. Number of TV Sets per Household
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.
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey January 2013 v’s April 2013

7. despite the levels of growth in ownership.
PVR Ownership
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.
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey May 2011 – April 2013

8. HD Subscription
As more and more channels offer HD alternatives we can see a steady growth in the subscription to these services
Source: TAM Ireland Ltd /Nielsen TAM Establishment Survey Jan 13 – Apr 13