May 2017
Viewing Trends Overview
Total Viewing May 2017
Irish adults aged 15+ watched TV for an average of 2
hours and 59 minutes each day in May 2017
89% (2hrs 39mins) of this viewing was live with the
other 11% (20 min per day) time shifted.
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National
Average Minutes Viewed Daily
May 2017
250
200
150
100
50
0
Live
Time-Shift
Housekeepers with Children watched 2 hours 52 min of
TV every day in May 2017
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National
TV Viewing Live v Time shift Year on Year
May 2017 V’s May 2016
Individuals- May 2016
Individuals – May 2017
Live
Time-Shift
11%
11%
89%
Adults 15-24 yrs - May 2017
12%
PVR Ownership
Jul 2016 59%
Jan 2017 60%
89%
Adults 15-24 yrs - May 2016
12%
88%
88%
PVR ownership is now at 60%. The vast majority of
viewing is to live TV. The % of live TV viewing has
remained static year on year for individuals and 15-24yrs
Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National
Weekly reach of TAM Ireland Commercial Channels
May 2017
100
90
80
70
60
50
40
30
20
10
0
Adults 15+
Children
Hskprs
Hskprs
w/kids
Adults ABC1 Adults 15-24 Adults 15-34 Adults 25-44
Adults 45+
TAM Ireland commercial channels reached 89% of housekeepers,
86% of housekeepers with kids, 81% of ABC1 adults and 80% of 25 44 yr olds each week in May
Source: TAM Ireland Ltd / Nielsen TAM / Av Weekly Reach, Consolidated, National
Commercial Impacts
May 2017
4000000
3500000
3000000
2500000
2000000
1500000
1000000
500000
0
Source: TAM Ireland Ltd / Nielsen TAM / 30” 000s, Consolidated, National
Top 10 Advertisers May 2017
Based on 30” sec 000s, Individuals 4+
1
Procter & Gamble Ireland
2
Vodafone Ireland
3
4
Virgin Media
5
Diageo
6
7
8
9
10
Sky
Reckitt Benckiser
Lidl Ireland GMBH
Hyundai Ireland
Loreal
Eir
Source: TAM Ireland Ltd / Nielsen TAM
Based on 30” 000s, ROI Commercial Channels, Individuals 4+, Consolidated, National