TAM Ireland – Reporting on 34 Channels every day

In 2011, subscribing channels broadcast

Nielsen/TAM Ireland – Mon-Sun All Day, 01/01/2011-31/12/2011, Consolidated

4,293,773 spots for 4,580 brands

Reaching

99.3% of individuals 4+

351,659 programmesTo a potential audience of

4,086,000 individuals 4+

2012 Subscribing channels – RTE1, RTE2, TV3, 3e, TG4, UTV, Setanta, Ch4, E4, E4+1, MTV, Nick, Nick Jr, Com Cent, Com Cent +1, Comedy Central Ex, Discovery, E!, Sky One, Sky News, Sky Sp 1, Sky Sp 2, Sky Sp News, Sky Living, Sky Living +1, Sky Atlantic

TV is in Rude Health

2,799,000 TV sets in the country

947,000 HD ready sets in the country

78,000 3D TV sets in country

371,000 TV sets purchased in last 12 months

Adults Viewed TV forAdults Viewed TV for

3hrs 32 mins3hrs 32 mins

Children Viewed TV forChildren Viewed TV for

2hrs 20 mins2hrs 20 mins

Every Day

Every DaySource: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

Adults 15+ Children Hskprs Hskprs+kids Adults 15 -24 Adults 25-340

50

100

150

200

250

20112012

Year on Year more time being spent viewing across key audiences

Housekeepers and those with kids are heaviest viewers at over 4 hours daily

Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

Adults 15+ Children Hskprs Hskprs+kids Adults 15 -24 Adults 25-340

50

100

150

200

250

Time ShiftLive

Time Shifted Viewing accounts for 8% of total viewing

Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

Source: TAM Ireland Ltd /Nielsen. TV Households

PVR ownership is up from 33% to 45% in 15 months

TSV is up from 6.4% to 8.7% in the same period

PVR growth v’s growth in time shift viewing

May-1

1

Jun-

11

Jul-1

1

Aug-1

1

Sep-

11

Oct-1

1

Nov-1

1

Dec-1

1

Jan-

12

Feb-

12

Mar-1

2

Apr-1

2

May-1

2

Jun-

12

Jul-1

2

Aug-1

2

Sep-

12

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

PVRTSV

Jan – Oct 201292% of all TV

viewing is live as broadcast

Average daily live reach of subscribing channels remains strong

Nielsen/TAM Ireland – Mon-Sun All Day, Live 01/01/2009 to 31/05/2012 1+ min

Adults 15+ Hskprs Men 15+ Women 15+0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

67.4%

75.5%

66.1%

68.7%

2009 2010 2011 2012 (to 31 May)

Newspapers were the original ‘2nd

screen’

40% of all tweets during peak time are

TV related.The watercooler has

moved online.

NBC Study on Cross Platform Performance of London Olympics

Most watched event in TV history – 82 million digital usersKey Insights

TV is still king - 89+% consumed on TV- 11pc on other digital platforms

If there is a choice of devices - TV wins

More screens = more TV viewingMedia begets mediaNo cannibalisation

Rise of the sim viewerWatching on TV and consuming similar content on other platforms

Growth of viewing  in the younger market was biggest 

Use of Social Amplifies awarenessPromotes use among younger consumersLargest driver of social conversation of all timeSocial media if used correctly can extend the life of the program 

NBC Study on Cross Platform Performance of London Olympics

Most watched event in TV history – 82 million digital usersKey Insights

TV is still king - 89+% consumed on TV- 11pc on other digital platforms

If there is a choice of devices - TV wins

More screens = more TV viewingMedia begets mediaNo cannibalisation

Rise of the sim viewerWatching on TV and consuming similar content on other platforms

Growth of viewing  in the younger market was biggest 

Use of Social Amplifies awarenessPromotes use among younger consumersLargest driver of social conversation of all timeSocial media if used correctly can extend the life of the program 

But what about the ads?

Average Number of Commercial Spots seen per

Day October 2012

Audience Average Number of Spots seen per Day

Individuals 4+ 36

Adults 15+ 39

Adults 15-24 29

Adults 15-34 32

Adults 25-44 36

Adults 45+ 46

Adults ABC1 30

Housekeepers 48

HK with Kids 43

Children 20

Source: TAM Ireland Ltd / Nielsen TAMBased on ROI Commercial Channels, Consolidated, National

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Irish consumers place higher trust in advertising

Q. To what extent do you trust the following forms of advertising/recommendation?

Recommendations from people I know

Consumer opinions posted online

Branded Websites

Editorial content such as newspaper articles

Emails I signed up for

Brand sponsorships

Ads on TV

Ads in magazines

Billboards and other outdoor advertising

Ads in newspapers

Ads on radio

Ads before movies

TV Program product placements

Ads served in search engine results

Online video ads

Ads on social networks

Online banner ads

Display ads (Video or banner) on mobile devices(smartphones, tablet devices - i.e., ipad)

Text (SMS) ads on mobile phones

89

64

44

47

39

31

29

28

29

29

26

25

23

30

22

22

19

18

17

96

65

56

66

57

42

44

43

41

45

45

40

31

30

24

24

18

22

22

EU

AV

ER

AG

E

IRE

LAN

D A

VE

RA

GE

Percentage of respondents answering "trust completely" or "trust somewhat")

Source: Nielsen Global Trust in Advertising Online Survey 2011

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Q. Which of the below media influence you when making purchase decisions for the following types of products? Ireland

Source: Nielsen Global Trust in Advertising Online Survey 2011

MEDIA INFLUENCES

TV COMMERCIAL

NEWSPAPER/MAGAZINE AD

INTERNET OR ONLINE REVIEWS

DOES NOT APPLY

RADIO COMMERCIAL

OUTDOOR BILLBOARD

WEBSITE BANNER AD

ONLINE VIDEO AD

MOBILE AD

49% 44% 34% 47% 35% 39% 27%

37% 34% 37% 37% 28% 31% 37%

25% 29% 26%

21%

48% 40% 38% 36%

21% 27% 22% 23% 22%12%

20% 14% 12% 15% 19% 13% 21%

15% 9% 15% 12% 10% 13% 15%

7% 8% 11% 10% 12% 9% 9%

6% 7% 11% 7% 8% 7%7%

3% 3% 2% 4% 3% 2% 4%

FMCG H&B CLOTHESHOME

ELECTRONICS INSURANCE CAR ENTERTAINMENT

Irish consumers highly influenced by TV when making purchase decisions in FMCG.

20

www.tamireland.ie@tam_ireland

THANK YOU