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TV Viewing Habits - Ireland - April 2011

  • Terrestrial channels – Terrestrial television refers to programming broadcast in analogue format. Analogue broadcasting is currently being phased out and replaced by digital terrestrial TV (DTT), received via set-top boxes and digitally integrated television sets. For the purposes of this report terrestrial channels are those which have traditionally broadcast in analogue format, and includes national broadcasters (BBC, RTE), and commercial stations such as ITV, Channel 4 (UK) and TV3 (RoI).
  • Television Service Providers – Digital, satellite and cable television offered to consumers through a subscription by service providers. This includes companies such as Sky, Virgin Media and UPC.
  • On-demand viewing – refers to television programmes watched online via a channel’s online catch-up player, or those which are digitally recorded on standard television sets, to be watched by the user at a later date.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Data sources
            • Consumer data
              • Abbreviations
              • Insights and Opportunities

                • Competition in digital service market
                  • Targeting older viewers
                    • Driving set sales
                    • Market in Brief

                      • Economic factors have noticeably impacted viewing habits
                        • Digital switchover will ring in the changes
                          • Viewing of types of shows largely split by demographics
                            • New TV technology both helping and hindering the market
                              • Competing technologies steal share
                              • Fast Forward Trends

                                  • Trend 1: Home of the senses
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                          • Trend 2: Evolving Media
                                            • What’s it about?
                                              • What we’ve seen
                                                • What next?
                                                • Internal Market Environment

                                                  • Key points
                                                    • Televisions become more advanced...
                                                      • Figure 1: Size of main TV set, NI and RoI, 2005-10
                                                      • Figure 2: Features on main TV set, NI and RoI, 2008-10
                                                    • … and consumers get more technology for their money
                                                      • UK viewers broaden their horizons
                                                        • Figure 3: Percentage share of viewing per channel, UK, 1999-2009
                                                      • Growth in alternative transmission methods
                                                        • Figure 4: Average % share of total multi-channel viewing, UK, 1999-2009
                                                      • Terrestrial channels dominate the RoI market
                                                        • Figure 5: % share of total multi-channel viewing*, RoI November 2010
                                                      • Digital switchover
                                                        • Increased time spent viewing
                                                            • Figure 6: Agreement with lifestyle statements regarding media consumption, 2010
                                                          • Reality TV tops UK ratings for 2010
                                                            • Figure 7: Top 10 TV programmes for 2010 and 2000, UK
                                                          • Soaps less popular for RoI audience
                                                            • Figure 8: Top 10 TV programmes for 2009 and of the decade, RoI
                                                          • Regional programming attracts high viewing share in NI
                                                            • Local programming beats imported shows in RoI
                                                              • Television advertising revenue in decline
                                                                • Recording threatens advertising impact
                                                                  • Figure 9: Agreement with statements regarding advertising, 2010
                                                                • New methods for TV viewing take hold
                                                                  • Health Conscious Society
                                                                      • Figure 10: Agreement with selected statements relating to health, 2010
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Recession causing cutbacks outside the home
                                                                        • Figure 11: Economic outlook, NI and RoI, 2008-10
                                                                      • Unemployment stabilising
                                                                        • Figure 12: Unemployment rates, RoI and NI, January 2009-March 2011
                                                                      • Confidence remains low in UK, evens out in RoI
                                                                        • Figure 13: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-August 2011
                                                                      • Older people are major consumers of television
                                                                        • Figure 14: Population, by age, RoI, 2006-41
                                                                        • Figure 15: Population, by age, NI, 2008-58
                                                                      • Viewing preferences for an ageing population
                                                                        • Birth rate spurs future demand for children’s programming
                                                                          • Figure 16: Number of births per year, RoI and NI, 1989-2009
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Cinema a preference for many
                                                                            • TV viewing time increases but is at risk from growth in alternatives
                                                                                • Figure 17: Current usage of online social networking sites, NI and RoI, September 2009
                                                                              • Video game consoles prove popular
                                                                                • Radio maintains wide reach
                                                                                  • UK
                                                                                    • Figure 18: Weekly reach, millions of UK listeners, 2000-10
                                                                                  • RoI
                                                                                    • Newspaper industry in decline
                                                                                      • Figure 19: Percentage of respondents who read a national newspaper the day before being surveyed, 1978-2010
                                                                                      • Figure 20: Joint National Readership Survey, topline results, 2004-10
                                                                                  • Strengths and Weaknesses

                                                                                    • Strengths
                                                                                      • Weaknesses
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Saorview
                                                                                            • RTE
                                                                                              • YouView
                                                                                                • 3D
                                                                                                  • Magnet
                                                                                                    • Apple innovations driving the market
                                                                                                    • Market Overview

                                                                                                      • Key points
                                                                                                        • NI market dominated by subscription services...
                                                                                                          • Figure 21: Percentage of households accessing television, by reception type, 2010
                                                                                                        • ... but channel share shows strengths for terrestrial channels
                                                                                                          • Figure 22: Percentage share of total channel viewing, UK average Sep-Nov 2009
                                                                                                        • Digital terrestrial yet to take off in RoI...
                                                                                                          • Figure 23: Percentage of households accessing television by reception type, 2010
                                                                                                        • ... while UK channels remain a popular choice
                                                                                                          • Figure 24: Consolidated multi-channel viewing share, all day, RoI average Sep-Nov 2010
                                                                                                        • TV licence revenues grows
                                                                                                          • NI
                                                                                                            • Figure 25: UK television licence data, 2010
                                                                                                          • RoI
                                                                                                            • Figure 26: RoI television licence overview, 2009-10
                                                                                                          • UK advertising revenues show some recovery for 2010
                                                                                                            • Figure 27: TV advertising revenues by broadcaster, £m, 2008-10
                                                                                                          • RoI advertising market shows little recovery
                                                                                                            • Figure 28: TV advertising revenues, by broadcaster, 2008-10
                                                                                                        • Companies and Products

                                                                                                          • Key points
                                                                                                            • Digital providers
                                                                                                              • Subscription services
                                                                                                                • UPC Ireland
                                                                                                                  • Virgin Media
                                                                                                                    • BSkyB
                                                                                                                        • Figure 29: Number of Sky customers, RoI, January 2004-January 2009
                                                                                                                      • BT Vision
                                                                                                                        • Magnet Networks
                                                                                                                          • Free-to-air digital services
                                                                                                                            • Saorview/Saorsat
                                                                                                                              • Freeview
                                                                                                                                • Freesat
                                                                                                                                  • Analogue broadcasters
                                                                                                                                    • RTE
                                                                                                                                      • TV3
                                                                                                                                        • TG4
                                                                                                                                          • BBC
                                                                                                                                            • ITV
                                                                                                                                              • Channel 4
                                                                                                                                                • Channel 5
                                                                                                                                                • The Consumer – Methods of TV Viewing

                                                                                                                                                  • Key points
                                                                                                                                                    • Subscription packages most popular means of access
                                                                                                                                                      • Figure 30: Access to TV services, 2011
                                                                                                                                                    • Low uptake of add-ons
                                                                                                                                                      • Figure 31: Consumers who pay extra for premium packages, 2011
                                                                                                                                                    • Recording devices equally popular across Ireland
                                                                                                                                                      • Figure 32: Agreement with statements regarding TV Subscriptions, 2011
                                                                                                                                                    • Catch-up viewing higher in NI, more downloading in RoI
                                                                                                                                                      • Figure 33: Agreement with statements regarding online viewing, 2011
                                                                                                                                                    • Younger viewers use internet to get first glance
                                                                                                                                                      • RoI consumers prefer downloads
                                                                                                                                                        • PVR usage high
                                                                                                                                                          • Figure 34: Agreement with statements relating to personal video recording, 2011
                                                                                                                                                        • Interactive services
                                                                                                                                                          • Figure 35: Agreement with the statement “I use interactive TV services”
                                                                                                                                                      • The Consumer – Types of TV Viewed

                                                                                                                                                        • Key points
                                                                                                                                                          • News and current affairs most popular for frequent viewing
                                                                                                                                                              • Figure 36: Types of TV programme watched “All the Time”, 2011
                                                                                                                                                            • Documentaries and movies attract occasional viewing most
                                                                                                                                                                • Figure 37: Types of TV programme watched “Occasionally”, 2011
                                                                                                                                                              • Daytime TV often overlooked
                                                                                                                                                                  • Figure 38: Types of TV programme watched “Never”, 2011
                                                                                                                                                                  • Figure 39: “Never watch” certain types of TV Programme, 2011 – 16-24-year-olds
                                                                                                                                                                  • Figure 40: “Never watch” certain types of TV programme, 2011 – Over-50s
                                                                                                                                                              • The Consumer – Attitudes Towards TV Viewing

                                                                                                                                                                • Key points
                                                                                                                                                                  • TV viewing has not been displaced by exercise or computer games
                                                                                                                                                                    • Figure 41: Agreement with statements regarding replacing TV viewing with alternatives, 2011
                                                                                                                                                                  • Cost-cutting has affected TV viewing
                                                                                                                                                                      • Figure 42: Agreement with the statement “I stay in and watch TV more often to save money on going out”, by age group, 2011
                                                                                                                                                                    • Terrestrial channels still dominate
                                                                                                                                                                      • Figure 43: Agreement with statements regarding terrestrial TV viewing, 2011
                                                                                                                                                                      • Figure 44: Agreement with the statement “With so much choice in TV channels I am less loyal to terrestrial channels than I was in the past”, by gender, 2011
                                                                                                                                                                    • Quality of programming
                                                                                                                                                                      • Figure 45: Agreement with the statement “The quality of TV programming isn’t as good as it used to be”, by age, 2011
                                                                                                                                                                    • New technologies not attracting viewers’ interest
                                                                                                                                                                      • Figure 46: Agreement with statements relating to online advertising and mobile TV, 2011
                                                                                                                                                                    • Internet advertising failing to get noticed
                                                                                                                                                                      • Habitual viewing
                                                                                                                                                                          • Figure 47: Agreement with the statement “I don’t watch a lot of TV but do watch a particular series regularly”, by gender, 2011
                                                                                                                                                                          • Figure 48: Agreement with the statement “I used to watch TV regularly but don’t really any more” by Employment type, 2011
                                                                                                                                                                      • Consumer Typologies

                                                                                                                                                                        • Key points
                                                                                                                                                                          • RoI target groups
                                                                                                                                                                            • Figure 49: Consumer typologies, RoI, 2011
                                                                                                                                                                          • Irregular Watchers
                                                                                                                                                                            • Stay-Ins
                                                                                                                                                                              • Less Loyal
                                                                                                                                                                                • Net Watchers
                                                                                                                                                                                  • NI target groups
                                                                                                                                                                                    • Figure 50: Consumer typologies, NI, 2011
                                                                                                                                                                                  • Unengaged
                                                                                                                                                                                    • Couch Potatoes
                                                                                                                                                                                      • Satelliters
                                                                                                                                                                                        • Net Watchers
                                                                                                                                                                                        • Appendix

                                                                                                                                                                                          • Internal market environment
                                                                                                                                                                                            • Figure 51: Size of main TV screen, NI, 2005-10
                                                                                                                                                                                            • Figure 52: Size of main TV screen, RoI, 2005-10
                                                                                                                                                                                            • Figure 53: Features on main set, NI, 2005-10
                                                                                                                                                                                            • Figure 54: Features on main set, RoI, 2005-10
                                                                                                                                                                                          • Consumer data – NI
                                                                                                                                                                                            • Figure 55: Access to TV by reception type, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 56: Usage by respondents who take a TV subscription service, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 57: Usage by respondents who take a TV subscription service, by demographics (continued), NI, April 2011
                                                                                                                                                                                            • Figure 58: Agreement with statements by all respondents who have a TV at home, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 59: Agreement with statements by all respondents who have a TV at home, by demographics (continued), NI, April 2011
                                                                                                                                                                                            • Figure 60: Agreement with statements regarding TV and internet usage, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 61: How often do consumers watch news and current affairs shows, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 62: How often do consumers watch comedy/sitcom programmes, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 63: How often do consumers watch drama programmes, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 64: How often do consumers watch movies on TV, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 65: How often do consumers watch soap operas, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 66: How often do consumers watch documentaries/history programmes, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 67: How often do consumers watch sport on TV, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 68: How often do consumers watch reality TV, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 69: How often do consumers watch quiz shows, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 70: How often do consumers watch home/leisure style programmes, by demographics, NI, April 2011
                                                                                                                                                                                            • Figure 71: How often do consumers watch daytime TV, by demographics, NI, April 2011
                                                                                                                                                                                          • Consumer data – RoI
                                                                                                                                                                                            • Figure 72: Access to TV by reception type, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 73: Usage by respondents who take a TV subscription service, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 74: Usage by respondents who take a TV subscription service, by demographics (continued), RoI, April 2011
                                                                                                                                                                                            • Figure 75: Agreement with statements by all respondents who have a TV at home, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 76: Agreement with statements by all respondents who have a TV at home, by demographics (continued), RoI, April 2011
                                                                                                                                                                                            • Figure 77: Agreement with statements regarding TV and internet usage, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 78: How often do consumers watch news and current affairs shows, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 79: How often do consumers watch comedy/sitcom programmes by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 80: How often do consumers watch drama programmes, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 81: How often do consumers watch movies on TV, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 82: How often do consumers watch soap operas, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 83: How often do consumers watch documentaries/history programmes, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 84: How often do consumers watch sport on TV, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 85: How often do consumers watch reality TV, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 86: How often do consumers watch quiz shows, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 87: How often do consumers watch home/leisure style programmes, by demographics, RoI, April 2011
                                                                                                                                                                                            • Figure 88: How often do consumers watch daytime TV by demographics, RoI, April 2011
                                                                                                                                                                                          • Consumer typologies
                                                                                                                                                                                            • Figure 89: Agreement with statements relating to TV viewing habits, by consumer type, RoI, 2011
                                                                                                                                                                                            • Figure 90: Agreement with statements relating to TV watching and subscriptions, by consumer type, RoI, 2011
                                                                                                                                                                                            • Figure 91: Type of programming, by consumer type, RoI, 2011
                                                                                                                                                                                            • Figure 92: Consumer type, by demographics, RoI, 2011
                                                                                                                                                                                          • NI
                                                                                                                                                                                            • Figure 93: Agreement with statements relating to TV viewing habits, by consumer type, NI, 2011
                                                                                                                                                                                            • Figure 94: Agreement with statements relating to TV watching and subscriptions, by consumer type, NI, 2011
                                                                                                                                                                                            • Figure 95: Types of programming, by consumer type, NI, 2011
                                                                                                                                                                                            • Figure 96: Consumer type, by demographics, NI, 2011

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                        TV Viewing Habits - Ireland - April 2011

                                                                                                                                                                                        £1,095.00 (Excl.Tax)