TV VIEWERS

TGI allows a deeper understanding of TV audiences and their relation to both offline and online platforms.   

• The latest TGI data shows that median average TV viewing in Ireland is 18 hours a week, compared to 20 hours a week in GB.  
   
• Despite this (or perhaps because of it), Irish adults are more likely to think of themselves as TV addicts. A quarter do so, compared to 16% of their counterparts in Britain.
   
• The good news for advertisers is that 27% of Irish adults find TV advertising interesting and something to talk about - compared to only 15% of GB adults.  
   
• Based on this statement, the most receptive TGI Lifestage groups are Fledglings, Empty Nesters, and Senior Sole Decision Makers (see below). Potentially lucrative Empty Nesters are 20% more likely than the average Irish adult to find TV advertising interesting. 
   
• 2010 saw the profile of TV on demand raised thanks to events such as the FIFA World Cup in South Africa. Half a million Irish adults have used TVOD to date and 240,000 watch TV for one hour or more a week using the service 

• In Ireland the majority of TVOD viewers (60%) access services through their TV set, with 30% using a PC. As yet, only a small minority view TV on demand using a mobile device. 
   
• More broadly, 400,000 Irish adults watch TV online. Again, 15-24s are the key age group - in Ireland a quarter watch TV online and 18% do so regularly, compared to only 7% of the 25-34 age group.  
   
• Over 200,000 people download TV programmes from the internet. Sixty-five per cent of those who do are aged 15-34.   
   
• Two-thirds of Irish adults ‘prefer’ to watch television programmes at the time they are broadcast, rather than record them. Almost half the population say they often record a programme on TV then don’t get a chance to watch it.
   
• Time poor ABC1s are more likely to watch recorded TV, with Irish ABs 24% more likely to watch an hour or more a week (compared to the national average). Busy and outgoing 25-34s are the age group most likely to watch an hour or more of recorded TV each week.  
   

Base: All adults 15+  

Source: Republic of Ireland TGI 2010 

Fledglings = 15-34, single, no children, live with parents.

Empty Nesters = 55+, married or living as a couple, children have left home.

Senior Sole Decision Makers = 55+, not married and live alone.

Please click here to find out more about TGI Ireland

For further information

Please contact:

Eimear Faughnan
+44 208 433 4323
Click here to email

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