Irish Adults have increased viewing time by 8 mins in 2 years.

Official TAM Ireland/Nielsen figures for 2012 show that Irish TV viewers continue to watch more television. Last year the average Irish Adult watched 3 hours 35 minutes of TV every day, 8 minutes more than two years ago.

The average Irish Adult viewer spent over 25 hours each week watching programmes on their television sets.  92% of that time was spent watching live TV as it was broadcast while 8% of all TV viewing was conducted via time-shift (e.g. recorded on a Personal Video Recorder like Sky+, VCR or DVD).

Housekeepers and those aged over 55 were the heaviest viewers last year with both groups viewing in excess of 4 hours of TV each day.

53%* of all TV homes in Ireland now have a PVR (e.g. Sky+), – an increase of 23%  on the same time last year. Ireland’s digital switch over was completed in October and proved very successful with the increased choice and flexibility making TV viewing even more popular. 2.96 million Individuals in Ireland watch TV every day, that includes 1.2 million people under the age of 35.

The average Irish Adult viewer watched 36 ads every day during 2012. Programmes produced in Ireland continued to dominate the top of the ratings chart with the most watched programmes on TV being Irish home produced programmes.

Jill McGrath CEO of TAM Ireland commented “It seems that the more choice consumers have on TV the more they watch. TV continues to receive a growing share of the population’s attention despite increased competition for that attention from other sources. TV dominates as a medium and has a powerful influence over the content of other media it truly is the super medium.”