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TV Trends: Impact & Reach in 2006

Discover insights on TV viewing behavior, technology trends, platform reach, and commercial impacts in 2006. Key points include rising commercial impacts, top programs by channel, and digital penetration. The data reflects a growing trend towards digital platforms and forecasts for the future.

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TV Trends: Impact & Reach in 2006

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  1. thinkbox topline telly issue 1: january-september 2006

  2. contents impacts & viewing commercial impacts all tv viewing hours commercial broadcast viewing hours & share top programmes by channel & platform platform & technology trends digital penetration (main tv and all sets) pay tv access pvrs hdtv mobile & iptv reach total reach commercial broadcast reach platform reach tv expenditure category, advertiser & brand investment

  3. impacts & viewing

  4. viewing summary commercial impacts up 3%, continuing the trend of long term growth on average, we watch 3.5 hours of tv every day commercial channels now account for two thirds of our viewing & this is set to increase until 2012

  5. impacts are still on the up commercial broadcast’s impacts have risen 3% in 2006, continuing the long-term growth trend of the last decade millions audience source: barb/infosys q 1, 2 & 3

  6. we spend more time with tv than any other medium on average, we watch over three and a half hours of television every day. autumn & christmas viewing should increase 2006 to last year’s levels ave. hours per day audience • 2006 should match 2005 levels by end of year.source: barb/Infosys

  7. commercial broadcast tv accounts for most of our viewing commercial channels account for nearly two thirds of our tv viewing & this will continue to increase in line with digital uptake ave. hours per day audience source: barb/Infosys

  8. and commercial’s share will continue to grow… by 2012 weekly share for commercial channels should increase by almost 10% average weekly share% year

  9. itv1’s top programmes world cupfever swept the nation over summer, but itv’s staples continued to perform well source: barb/infosys

  10. channel 4’s top programmes big brother again reigned supreme & deal or no deal became the surprise hit of the year so far source: barb/infosys

  11. five’s top programmes csi continued to pull in the viewers for five along with films and quality drama source: barb/infosys

  12. all digital top programmes: non-sport comedy, drama and sci-fi are what viewers like on digital! source: barb/infosys

  13. all digital top programmes: sport football was the biggest pull for all sport lovers source: barb/infosys

  14. platform & technology trends

  15. platform & technology summary 72% of homes have digital access & 44% of these pay for tv content freeview is increasing digital reach on secondary sets but sky remains the main platform in the living room pvr penetration is increasing. 7% of households have Sky+ (an estimated 1% have non-sky pvrs) over 1% of homes now subscribe to hd channels mobile tv becoming more popular than ringtones

  16. sky & freeview driving digital uptake on main sets there are 25.3 million tv homes in the uk 72% are now digitally enabled, that’s 12% more than predicted in 1999*. sky is the dominant platform for main sets ADSL: 0.2% Cable: 13.1% Analogue Terrestrial: 28% Free Satellite: 2.8% Pay Satellite: 30.7% Digital Terrestrial: 25.3% source: ofcom 2006 , *dresdner kleinwort benson research

  17. freeview has greater presenceon secondary sets but freeview overtakes when all sets are taken into account & is driving digital take-up outside of the living room Cable: 7% Free Satellite: 2.8% Pay Satellite: 14.7% Analogue Terrestrial: 57.6% Digital Terrestrial: 19.4% source: ofcom 2006

  18. we are increasingly paying to access tv content pay tv is growing steadily. 44% of us now pay to access content Digital Satellite: 30.7 Digital Cable: 13.10 Free (Analogue, Freeview & Freesat): 56.1% source: ofcom 2006

  19. and the opportunity to act as our own scheduler • pvrs: • 1.7m subscribers to Sky+ (20% of all Sky homes, 7% of all homes.) • additional 1% have non-sky pvrs • merril lynch estimate 8% total PVR penetration by the end of the year • pvr viewers watch more tv & more ads. 85% of viewing still live & more than half of all recorded programmes are watched on the same day as transmission source: sky, barb

  20. picture quality is increasingly important • hdtv: • 96,000 Sky subscribers (1.2% of all Sky subscribers) • fastest ever take-up of an additional sky product • 800,000 - 1m hdtv set sales by july 07 according to continental research • there are currently 8 specialist hdtv channels • 43% of 16-24s excited about the prospect of hdv* source: sky nov 2006

  21. and tv is moving into new domains mobile & iptv: c. 7 million people are now watching tv via their mobile phone or broadband – a 37% increase since march* vodafone’s mobile service now more successful than ringtones According to ims, by 2011, half a billion people will be watching tv on their mobile phones gartner predict there could be 48m iptv users by 2010 source: ofcom, *contentworxx aug 06

  22. tv’s reach

  23. reach summary tv reaches over 90% of people every single week commercial reach is growing and is now only fractionally behind that of total tv the digital platforms reach nearly 65% of individuals each week

  24. virtually all of us watch tv tv reaches over 90% of the populationevery single week, ensuring it remains the most visible medium reach % audience source: barb/infosys

  25. commercial tv hits 90% of us every week commercial tv goes from strength to strength – commercial reach is now only fractionally behind that of total tv reach % audience source: barb/infosys

  26. sky & freeview’s reach is climbing digital’s reach is growing, but there are still marked profile variations by platform reach % audience source: barb/infosys

  27. weekly reach is strong across platforms however, the digital platforms combined reach nearly 65% of individuals over the course of every week reach % audience source: barb/infosys

  28. tv investment

  29. investment summary motors remain the dominant tv sector finance have increased spend 16% since last year p&g and unilever are still the biggest spenders on tv dfs is now the highest spending brand on tv with a massive increase in investment since last year

  30. top spending tv categories motors remain are the dominant tv spender in the uk’s category sector, but finance has shifted up after a 16% increase yoy source: barb/infosys

  31. top spending tv advertisers proctor & gamble arethe biggest uk tv spender for 2006 but there have been changes at the top with loreal, tesco & vauxhall massive upping spend source: barb/infosys

  32. top spending tv brands dfs are the top spending tv brand after a spectacular increase in tv spend * based on previous spend of £1.38m. source: barb/infosys

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