Report on the Current Television Viewing Mechanisms in Ireland

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

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. 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. 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. 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 1st – 19th November, 2010.

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

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. Overall Reception Type Base: All TV homes (n=1,096) % Irish Terrestrial (151,000 households) Multi Terrestrial (103,000 households) Cable/Satellite (1.33m) 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. Overall Reception Method Base: All TV homes (n=1,096) Household population Estimate % 511,000 221,000 146,000 143,000 1.3m 469,000 641,000 206,000 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. Q.2a How 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’

10. Reception Type X Reception Method Base: All TV homes (n=1,096) Irish Terrestrial homes are split quite evenly between aerial types. Q.2a How 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.

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

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

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

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

15. Reception Type: Regional DistributionBase: All Irish Terrestrial respondents (n=101) / Multi Terrestrial respondents (n=70) Irish Terrestrial Multi Terrestrial % % Dublin Ulster Dublin Leinster Urban Connaught Rural Leinster Urban Ulster Rural Connaught Urban Leinster Rural Leinster Rural Munster Urban Ulster Urban Munster Rural Munster Urban Connaught Urban Munster Rural Connaught 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.

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

17. Awareness of 2012 Analogue Switch-Off Base: All TV homes (n=1,096) 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. 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).

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.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).

19. Likelihood of Purchasing New TV Set Within Next 6 Months Base: All TV homes (n=1,096) 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. Q.10 Are you or anyone else in the household likely to buy a new television set over the next six months or so?

20. Services Most Likely to Opt for Post Analogue Switch-OffBase: All Irish Terrestrial respondents (n=101) % Don’t know Cable TV subscription None of the above (once analogue TV is switched off I will do without any Irish TV stations) MMDS TV subscription IPTV (e.g. through a games console or direct broadband connection) Satellite Dish TV subscription Irish satellite dish service (no subscription) Irish Digital Terrestrial TV (rooftop/set top aerial, no subscription) 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.12 Following 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?

21. Services Most Likely to Opt for Post Analogue Switch-offBase: All Multi Terrestrial respondents with aerial (n=57) % Don’t know None of the above (once analogue TV is switched off I will do without any Irish TV stations) Cable TV subscription MMDS TV subscription IPTV (e.g. through a games console or direct broadband connection) Satellite Dish TV subscription Irish Digital Terrestrial TV (rooftop/set top aerial, no subscription) Irish satellite dish service (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. Q.12 Which one of the following are you most likely to opt for to ensure you can continue to receive the Irish TV stations?

22. Irish DTT/ Satellite Dish Services Most Prefer Base: All Irish Terrestrial Homes Likely to Switch to Non-Subscription Services (n=66) % 1st mention 2nd mention Any mention 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?

23. Irish DTT/Satellite Dish Services Most PreferBase: All Multi Terrestrial Homes Likely to Switch to Non-Subscription Services (n=40) 1st mention 2nd mention Any mention % News, sports and movie channels the strongest preferences for 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?

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

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 % All TV homes All Irish Terrestrial Three quarters of Irish Terrestrial homes have just one TV set. Q.1 How many TV sets are there in your household? Please include all TV sets whether they’re working or not.

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 All TV homes All Irish Terrestrial Irish Terrestrial homes significantly less likely to have ancillary TV equipment attached to main sets. 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

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 All TV homes All Irish Terrestrial Half of all Irish Terrestrial households need the help of a professional or acquaintance when dealing 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?

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

29. All TV Homes vs Irish Terrestrial Households: Demographic ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Respondent Gender Chief Income Earner Age Size of Household % % % All TV homes All Irish Terrestrial 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.

30. All TV Homes vs Irish Terrestrial Households: Socio-Economic ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) % Social Class All TV homes All Irish Terrestrial 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).

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 All TV homes All Irish Terrestrial Irish Terrestrial homes are more inclined to have a single income earner in the home.

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

33. All TV Homes versus Irish Terrestrial Households: Socio-Economic ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Household Receipt of Benefit Payment Scheme % All TV homes All Irish Terrestrial 44% of these homes are in receipt of household benefit scheme payments. 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. All TV Homes versus Irish Terrestrial Households: Socio-Economic ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) % Chief Wage Earner: Working Status All TV homes All Irish Terrestrial 50% of Irish Terrestrial heads of household are not working outside the home.

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

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

37. All TV Homes vs Irish Terrestrial Households: Media/Communications ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) No. Household Hours spent viewing TV per week % All TV homes All Irish Terrestrial Irish Terrestrial households watch significantly less TV than average. 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?

38. All TV Homes vs Irish Terrestrial Households: Media/Communications ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) All TV homes All Irish Terrestrial Favourite TV Channel % All other mentions 1% and less 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. Q.5 Taking everything into account, what is your favourite TV channel?

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

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

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

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

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

44. All TV Homes versus Irish Terrestrial Households: Media/Communications ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) Preferred Source of Switch-Off Information 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. Q.17 From which of the following sources would you most like to receive information about the analogue switch- off?

45. All TV Homes versus Irish Terrestrial Households: Disability ProfileBase: All TV Homes (n=1096), Irish Terrestrial Homes (n=101) All TV homes All Irish Terrestrial Types of Disabilities Suffered From % The (older) Irish Terrestrial householder will be marginally more inclined to be hard of hearing. Q.16 Does 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.

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

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 % All TV homes All Multi Terrestrial Reception Two thirds of Multi Terrestrial homes own just one TV set. Q.1 How many TV sets are there in your household? Please include all TV sets whether they’re working or not.

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 All TV homes All Multi Terrestrial Reception Multi Terrestrials less likely to have ancillary TV equipment attached to the main set. Q.1a Which of the following pieces of equipment are connected to each set?

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 All TV homes All Multi Terrestrial Reception More likely to seek external assistance in connecting/installing 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?

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