Irish adult viewers watch 3 hours 28 minutes of TV every day
Over 91% of TV viewing is Live
Official TAM Ireland/Nielsen figures for 2013 show TV viewing continues to dominate our leisure time with the average Irish adult viewer watching for almost 3 ½ hours every day – that’s over 24 hours each week.
The viewing of live TV i.e. viewing it as it is scheduled accounts for 91% of all viewing time and just 9% is time-shifted. (e.g. recorded on a Personal Video Recorder like Sky+, UPC+, VCR or DVD).
Housekeepers were amongst the heaviest viewers last year viewing in excess of 4 hours of TV each day.
54% of all TV homes in Ireland now have a PVR (e.g. Sky+ or UPC+ box), the increased choice and flexibility that this provides is making TV viewing incredibly popular. 3.08 million Individuals in Ireland watch TV every day. That includes 1.29 million people under the age of 35.
The average Irish Adult viewer watched 39 ads every day during 2013 with the biggest advertisers being Procter and Gamble and Unilever.
The highest rating show of 2013 was The Late Late Toy Show and the 2nd highest was Love/Hate
Home produced programmes continued to dominate the top of the ratings chart across all channels.
TAM Ireland separately commissioned Ipsos MRBI to carry out a study of viewing on other devices in late 2012 and found that people spend 89% of their total viewing time with their TV and 11% viewing on other devices.
The very strong viewing figures for 2013 unpin these findings demonstrating again that rather than cannibalising TV viewing figures these other viewing devices are simply adding to the total time spent viewing.
Jill McGrath CEO of TAM Ireland commented that “It’s fantastic to see the strength that Television continues to have in grabbing the nation’s attention. It seems that the more choice consumers have on TV the more they watch. TV dominates as a medium and is the driver of so many conversations on social media it truly is the super medium.”