Report On The Current Television Viewing Mechanisms in Ireland

Report on the
Current Television
Viewing Mechanisms
in Ireland
December2010
Prepared for
Prepared by
Ian McShane
J.2285
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 RT 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 Irelands
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.
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.
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.
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.
Section One:
Findings
NB: Please note that percentages will often add to more
than 100% due to multiple responses
J.0000
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.
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.
Overall Reception Method

Household
population
Estimate
%
511,000
221,000
146,000
143,000
1.3m
NB. Homes
may have
more than
one reception
method
469,000
641,000
206,000
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
Q.2a aHow
the TV channels
each set in your
home
theofmain
set first,
it ?a household
UHFare
rooftop
aerial. received
Of thoseonhouseholds
using
an starting
otherwith
type
aerial,
45% ishave
Please read out.
May
be
more
than
one
answer.
Please
use
SHOW
CARD
C
satellite dish, 10% have cable reception and 3% have MMDS reception.
Reception Type X Reception Method

RECEPTION TYPE
TOTAL
Irish
Terrestrial
Multi
Terrestrial
Cable/
Satellite
1,096
101
70
924
RECEPTION METHOD
Aerial (any)
32
100
83
21
UHF Aerial
14
34
59
VHF Aerial
37
11
Other Aerial
29
13
Any cable/satellite
83
98
UPC Cable/Satellite
30
35
Sky Cable/Satellite
40
48
Other Cable/Satellite
13
15
Other
Base:
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.
10
Reception Type Penetration x Region

Multi-Total
Ulster
Rural
98%
Ulster
Urban
100%
Connaught
Urban
92%
Connaught
Rural
81%
Munster
Urban
90%
Leinster
Urban
95%
Dublin
99%
Leinster
Rural
87%
Munster
Rural
72%
11
Reception Type Penetration x Region

Irish Terrestrial
Multi Terrestrial
Ulster
Urban
29%
Ulster
2%
Ulster
Rural
40%
Connaught
Urban
8%
Connaught
Rural
18%
Munster
Urban
10%
Munster
Rural
28%
Connaught
Urban
18%
Leinster
Urban
5%
Leinster
Rural
13%
Dublin
1%
Connaught
Rural
19%
Munster
Urban
0%
Leinster
Urban
5%
Dublin
2%
Leinster
Rural
7%
Munster
Rural
0%
12
Terrestrial Reception Penetration x Region

Terrestrial TV
Ulster
Urban
29%
Connaught
Urban
26%
Connaught
Rural
37%
Munster
Urban
10%
Ulster
Rural
42%
Leinster
Urban
10%
Dublin
3%
Leinster
Rural
20%
Munster
Rural
28%
13
Reception Type: Regional Distribution

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

Base: All Irish Terrestrial respondents (n=101) / Multi Terrestrial respondents (n=70)
Irish Terrestrial
Multi Terrestrial
Ulster
Dublin
Dublin
Leinster Urban
Connaught Rural
Ulster
Rural
Leinster Urban
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.
15
Terrestrial Reception: Regional Distribution

Base: All Terrestrial respondents (n=171)
Terrestrial TV
%
Dublin
Ulster Rural
Leinster Urban
Ulster Urban
Leinster Rural
Connaught Rural
Munster Urban
Connaught Urban
Munster Rural
16
Awareness of 2012 Analogue Switch-Off

RECEPTION TYPE
TOTAL
Irish
Terrestrial
Multi
Terrestrial
Cable/
Satellite
1,096
101
70
924
Yes, aware
44
36
51
44
No, not aware
53
57
40
53
Not sure
Base:
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 RT1, RT2, 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).
17
Regional Awareness of 2012 Analogue Switch-off

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 RT1, RT2, 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
Likelihood of Purchasing New TV Set Within Next

6 Months
RECEPTION TYPE
TOTAL
Irish
Terrestrial
Multi
Terrestrial
Cable/
Satellite
1,096
101
70
924
Will definitely buy
Will probably buy
Will probably not buy
10
Will definitely not buy
77
78
77
77
Dont know
Base:
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?
19
Services Most Likely to Opt for Post Analogue

Switch-Off
Base: All Irish Terrestrial respondents (n=101)
%
Dont know
None of the above (once analogue TV is
switched off I will do without any Irish TV
stations)
IPTV (e.g. through a games console or
direct broadband connection)
Cable TV subscription
MMDS TV subscription
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?
20
Services Most Likely to Opt for Post Analogue

Switch-off
Base: All Multi Terrestrial respondents with aerial (n=57)
%
None of the above (once analogue
TV is switched off I will do without
any Irish TV stations)
IPTV (e.g. through a games
console or direct broadband
connection)
Dont know
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)
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?
21
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
additional Irish TV stations. Which of the following would you most like to see
introduced? And
next? And the next? Continue until all options are ranked. And the next?
of
the
22
Irish DTT/Satellite Dish Services Most Prefer

Base: 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?
23
Section One:
TV Household Profile:
Reception Type Differences
J.0000
24
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 theyre working or not.
25

Equipment Attached to Main TV Set
All TV homes
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
26

%
How Deal With New TV Equipment
All TV homes
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?
27

Telephone Ownership
Mobile Phone Ownership

%
Type of Internet Access

%
All TV homes
Very low broadband/internet penetration
28
All TV Homes vs Irish Terrestrial Households:

Demographic Profile
Respondent Gender
Chief Income Earner Age

%
Size of Household
All TV homes
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.
29

Socio-Economic Profile
%
Social Class
All TV homes
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).
30

No. of Income Earners in Home
All TV homes
Irish Terrestrial homes are more inclined to have a single income earner in the home.
31
All TV Homes versus Irish Terrestrial Households:

%
Household Income Sufficiency
All TV homes
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?
32

Household Receipt of Benefit Payment Scheme
%
All TV homes
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?
33

Chief Wage Earner: Working
Status
All TV homes
50% of Irish Terrestrial heads of household are not working outside the home.
34

Chief Wage Earner: Education Level
%
All TV homes
One in five Irish Terrestrial heads of household have Primary Level education alone.
35
Irish Terrestrial Households: Socio-Economic Profile

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

Media/Communications Profile
No. Household Hours spent viewing TV per week
%
All TV homes
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?
37

Favourite TV Channel
%
All TV homes
All other mentions 1% and less

33% of Irish homes nominate an RT channel as their favourite, with 17% opting for TV3.
Six in ten Irish Terrestrial homes nominate RT as their favourite TV provider.
Q.5
Taking everything into account, what is your favourite TV channel?
38

Household Daily Minutes of
Radio Consumption
All TV homes
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?
39

Favourite Radio Station
%
All TV homes
And very positively disposed towards local radio.

Q.6d
Taking everything into account, what is your favourite radio station?
40

Daily Papers Buy
%
All TV homes
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?
41

Sunday Papers Buy
%
All TV homes
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?
42

Internet Usage
All TV homes
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?
43

Preferred Source of Switch-Off Information
%
All TV homes
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?
44

Disability Profile
Types of Disabilities Suffered From
All TV homes
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.
45
Section One:
TV Household Profile:
Reception Type Differences
J.0000
46
All TV Homes versus Multi Terrestrial Households:

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 theyre working or not.
47

%
Equipment Attached to Main TV Set
All TV homes
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?
48

How Deal With New TV Equipment
All TV homes
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?
49

Telephone Ownership
Mobile Phone Ownership

%
Type of Internet Access

%
All TV homes
Significantly lower mobile phone and broadband ownership amongst Multi Terrestrials.
50

Demographic Profile
Respondent Gender
Chief Income Earner Age

%
Size of Household
All TV homes
Older heads of household, and smaller than average household size.
51

Socio Economic Profile
Social Class
All TV homes
Compared to the average household, Multi Terrestrial homes are strongly skewed towards the
farming community.
52

No. of Income Earners in Home
All TV homes
Two thirds of these households have one income earner in the home.
53

%
Household Income Sufficiency
All TV homes
A third are struggling to manage their household income (very much in line with the national
average)
Is your household income sufficient for you to afford a satisfactory standard of living?
54

Household Receipt of Benefit Payment Scheme
%
All TV homes
37% are recipients of the household benefit payment scheme.
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?
55

Chief Wage Earner: Working
Status
All TV homes
Half of Multi Terrestrial heads of household are not working outside the home.
56

Chief Wage Earner: Education Level
%
All TV homes
Three quarters of Multi Terrestrial heads of household are educated to primary or secondary level.
Q.15b At what level of education did each person finish their formal education, if any, or are they still in
education?
57

Anyone in home on social welfare benefits
%
All TV homes
57% have someone in the home receiving social welfare benefits.
Q.15d For each person, please record whether they receive any social welfare benefits
58

No. Household hours spent viewing TV per week
%
All TV homes
Multi Terrestrial homes consume marginally 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?
Q5b
On a typical viewing day, how many minutes do you and your household/family view television?
59

Favourite TV Channel
%
All TV homes
All other mentions 1% and less

50% opt for an RT channel as their favourite with almost a quarter nominating TV3.
Q.5
Taking everything into account, what is your favourite TV channel?
60

Household Daily Minutes of
Radio Consumption
All TV homes
Marginally higher consumers of radio.

Q.6c
On a typical day, how many MINUTES do you and your household/family listen to the radio?
61

Favourite Radio Station
%
All TV homes
Significantly more inclined towards local/regional radio.

Q.6d
Taking everything into account, what is your favourite radio station?
62

Daily Papers Buy
%
All TV homes
No major skews emerge with regard to daily papers purchased.

Q.7
Which of these daily newspapers do you and your household/family buy nowadays?
63

Sunday Papers Buy
%
All TV homes
More likely to purchase the Sunday Independent and the Sunday World.
Q.8
Which of these Sunday newspapers do you and your household/family buy nowadays?
64

Internet Usage
All TV homes
Average patterns of online content consumption.

Q.9
Which of the following do you use the internet for nowadays?
65

Preferred Source of Switch-Off Information
%
All TV homes
Two thirds would like to be informed of the switch-off via leaflet/booklet drop.
Q.17
From which of the following sources would you most like to receive information about the analogue
switch- off?
66
All TV Homes vs Multi Terrestrial Households:

Household Disability Profile
Types of Disabilities Suffered From
%
All TV homes
No significant skews or biases with regard to disabilities experienced.

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.
67
Section One:
Conclusions
J.0000
68
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.
69
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 RT
One, RT 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
70
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.
71
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.
72
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.
73
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.
74
Thank you
75

Report On The Current Television Viewing Mechanisms in Ireland

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Background & Objectives

With a view to informing the Department of Communications, Energy and Natural

Background & Objectives

A structured questionnaire was designed by Behaviour & Attitudes in consultation

A quantitative, face-to-face, in-home survey methodology was employed.

A multi-staged quota controlled sampling procedure, with randomly selected starting

Reception Type: Definitions Employed

Overall Reception Type

Overall Reception Method

Reception Type X Reception Method

Reception Type Penetration x Region

Reception Type Penetration x Region

Terrestrial Reception Penetration x Region

Reception Type: Regional Distribution

Reception Type: Regional Distribution

Terrestrial Reception: Regional Distribution

Awareness of 2012 Analogue Switch-Off

No, not aware

Regional Awareness of 2012 Analogue Switch-off

All in all, no significant different in awareness between regions

Likelihood of Purchasing New TV Set Within Next

Will definitely buy

Will probably buy

Will probably not buy

Will definitely not buy

Services Most Likely to Opt for Post Analogue

Irish satellite dish service

Services Most Likely to Opt for Post Analogue

Irish Digital Terrestrial TV

Irish satellite dish service

Irish DTT/ Satellite Dish Services Most Prefer

Irish DTT/Satellite Dish Services Most Prefer

All TV Homes Versus Irish Terrestrial Households:

Three quarters of Irish Terrestrial homes have just one TV set.

How many TV sets are there in your household?

All TV Homes Versus Irish Terrestrial Households:

All TV Homes Versus Irish Terrestrial Households:

How Deal With New TV Equipment

All TV Homes Versus Irish Terrestrial Households:

Mobile Phone Ownership

Type of Internet Access

Very low broadband/internet penetration

All TV Homes vs Irish Terrestrial Households:

Chief Income Earner Age

All TV Homes vs Irish Terrestrial Households:

All TV Homes vs Irish Terrestrial Households:

All TV Homes versus Irish Terrestrial Households:

Household Income Sufficiency

All TV Homes versus Irish Terrestrial Households:

44% of these homes are in receipt of household benefit scheme payments.

All TV Homes versus Irish Terrestrial Households:

All TV Homes versus Irish Terrestrial Households:

Irish Terrestrial Households: Socio-Economic Profile

All TV Homes vs Irish Terrestrial Households:

All TV Homes vs Irish Terrestrial Households:

All other mentions 1% and less

Taking everything into account, what is your favourite TV channel?

All TV Homes versus Irish Terrestrial Households:

All TV Homes versus Irish Terrestrial Households:

And very positively disposed towards local radio.

Taking everything into account, what is your favourite radio station?