Official TAM Ireland/Nielsen figures on TV viewing for 2016 shows that viewing is central to the fabric of Irish life. Irish adults in the average TV household watched for 3 hours and 21 minutes every day.
Notably, Irish TV is seeing an increase in viewing of 11 minutes per day. The average daily time spent viewing figures are based on an average of all adults in a TV Household.
Live TV viewing at the time it is aired, accounted for 90% of all TV viewing time last year while 10% was time-shifted (recorded on a personal video recorded link Sky+, Virgin Horizon, Eir Vision+, VCR or DVD).
The heaviest viewers were those aged over 55 years who watched for just over 4 and a half hours each day in 2016, while housekeepers with children viewed for 3 hours and 13 minutes daily. 15-24 years, remain the lightest TV viewers but even at that, they viewed for almost 2 hours daily (109 minutes), with live TV accounting for 89% of their viewing time.
News, current affairs and home-produced content continued to deliver exceptionally good as all channels saw strong performances from their home produced and Irish content, TV3’s ‘Goggle-box Ireland’ and ‘Red Rock’, and Sky 1’s ‘50 Ways to Kill your Mammy’ proved very popular with audiences during the year.
Sport also proved popular across all channels particularly those sports with an Irish interest TG4, Sky Sports and Eir Sports, reported Irish sporting events performing very well. And when it comes to children’s programmes Nick Jr’s ‘Peppa Pig’ was a firm favourite.
Broadband is now available in 80% of Irish households and this provides increased opportunities to view TV content across multiple devices and in many formats . TAM Ireland work with IPSOS to conduct an annual survey to understand how this increased choice has changed our viewing.
The TV set continues to be by far the Irish household’s favourite device to view on, accounting for 84% of our total video consumption. In an average week the commercial broadcasters reach 90% of housekeepers with children, while 87% of ABC1 adults and 87% of 25-44 year olds.
Jill McGrath CEO of TAM Ireland commented: “The more ways video content is offered to viewers, the more content they consume. They now supplement their TV viewing with additional viewing to other devices.
“TV has the most up-to-date and relevant content. It is the most convenient source of viewing as it is so easy to navigate and is based in the main relaxation room of the house. TV is the source of many conversations between friends, family and colleagues both on and offline.”
Sources:
TAM Ireland Ltd/Nielsen TAM, Consolidated data, National Adults 15+, Jan-Dec 2016, Mon-Sun 03:00-26:59 v’s Jan-Dec 2006
TAM Ireland Ltd/Nielsen TAM, Consolidated data, National, Avg weekly reach (1+) Jan-Dec 2016, Mon-Sun 03:00-26:59
TAM Ireland ltd/Nielsen TAM Establishment Survey Jan 2017
TAM Ireland/IPSOS MRBI total viewing study 2016
