Multichannel vs Terrestrial TV - UK - August 2006

Table of Contents

• Introduction and Abbreviations
• Definitions
• Consumer research
• Ciao
• Abbreviations
• Premier Insight
• Ad innovation
• Consumers will not wait to watch
• Enlist the early adopters
• Pushing the right buttons
• Summary of Key Report Findings
• Competition in the multichannel market hots up
• Give advertising a break
• A word from our sponsors
• Greater interaction and even more products
• What's on the box
• Channel hopping and channel rating
• It all comes down to money...
• ...age and gender
• I want that one
• Reaching out to the Early Adopters
• More competition leads to even more innovation
• Multichannel TV Statistics
  • Figure 1: UK multichannel TV households, by platform, 2000-06
• Multichannel penetration
  • Figure 2: UK multichannel TV penetration, by platform, 2001-06
• Market shares of multichannel TV
  • Figure 3: UK multichannel TV share, by platform, 2001-06
• Market shares of digital TV
  • Figure 4: UK digital TV share, by platform, 2001-06
• TV Product Ownership and Viewing Habits
• Household income key for home visual entertainment
  • Figure 5: Ownership of TV products, April 2006
  • Figure 6: Ownership of TV products, by annual household income, April 2006
• Control of the remote
  • Figure 7: TV viewing habits, April 2006
• Age and gender have the biggest impact on TV viewing
  • Figure 8: TV programming watched on a regular basis on terrestrial channels, April 2006
• Laughter also the tops on multichannel
  • Figure 9: TV programming watched on a regular basis on pay-TV channels and Freeview, April 2006
• Rating channels
• You can't take that away from me
  • Figure 10: Channels on satellite and cable TV that respondents would not be without, April 2006
• Dip in and out
  • Figure 11: Channels on satellite and cable TV respondents watch from time to time, April 2006
• Not given a look
  • Figure 12: Channels on satellite and cable TV respondents never watch, April 2006
• Upgrades and subscriptions
  • Figure 13: Attitudes towards TV and technology, April 2006
• TV Product Ownership and Viewing Habits -- Full Demographics
  • Figure 14: Ownership of TV products, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception, supermarke
  • Figure 15: TV viewing habits, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception, supermarkets regu
  • Figure 16: Most popular TV programming watched on a regular basis on terrestrial channels, by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Inter
  • Figure 17: Other TV programming watched on a regular basis on terrestrial channels, by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usa
  • Figure 18: Most popular TV programming watched on a regular basis on pay-TV channels and Freeview , by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet acce
  • Figure 19: Other TV programming watched on a regular basis on pay-TV channels and Freeview , by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Int
  • Figure 20: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (B), by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, hous
  • Figure 21: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (C-D), by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age
  • Figure 22: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (E-H), by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age
  • Figure 23: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (I-M), by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age
  • Figure 24: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (S), by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age o
  • Figure 25: Channels on satellite and cable TV that respondents would not be without, watch from time to time or never watch (T-U), by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age
  • Figure 26: Most popular attitudes towards TV and technology, by gender, age, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception, super
  • Figure 27: Other attitudes towards TV and technology, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV rece
• TV Advertising and Sponsorship
• The ad break
  • Figure 28: Attitudes towards advertising, April 2006
• Are PVR owners ad skippers?
  • Figure 29: Attitudes towards advertising, by personal video recorder owners, April 2006
• Programmes and their sponsors
  • Figure 30: Matching sponsors to TV programmes -- highest results, April 2006
  • Figure 31: Matching sponsors to TV programmes -- lowest results, April 2006
• So who got them right?
• Younger viewers pay more attention
• Sponsors makes Friends with women
• And how many did they get?
  • Figure 32: Number of sponsors correctly identified, April 2006
• Coronation Street most highly recognised
  • Figure 33: Repertoire of correct programme sponsors identified, by specific sponsorships matched, April 2006
• Younger respondents scored the highest
• Attitudes affect recall
  • Figure 34: Repertoire of correct programme sponsors, by those in agreement with attitudes towards advertising, April 2006
• TV Advertising and Sponsorship -- Full Demographics
  • Figure 35: Most popular attitudes towards advertising, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV rec
  • Figure 36: Further attitudes towards advertising, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV receptio
  • Figure 37: Least popular attitudes towards advertising, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV re
  • Figure 38: Matching sponsors to TV programmes -- highest results, by gender, age, socio-economic group, region, household income, age of own children, Internet access, Internet usage, mobile phone network, daily newspaper readership, Sunday newspaper rea
  • Figure 39: Matching sponsors to TV programmes -- lowest results, by gender, age, socio-economic group, region, household income, age of own children, Internet access, Internet usage, mobile phone network, daily newspaper readership, Sunday newspaper read
  • Figure 40: Repertoire of correct programme sponsors, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV recep
• Interactive TV Services and Products
• Most who use it love it...
  • Figure 41: Most popular interactive TV services and products, April 2006
• ...but significant apathy remains
• Sky+ users report positive experiences...
• ...but viewers still reluctant to pay the price
• Other services proving less successful
  • Figure 42: Less popular interactive TV services and new products, April 2006
• Optimum targeting of interactive services and products
  • Figure 43: CHAID for interactive TV services and products, April 2006
• Digital satellite subscribers the most enthusiastic
• Women still tend to ignore newer technology
• Repertoire of attitudes towards interactive TV services and products
  • Figure 44: Repertoire of interactive TV services and products that respondents have used and loved, April 2006
• Lack of frustration
  • Figure 45: Repertoire of interactive TV services and new products that respondents have used and found frustrating, April 2006
• Potential new users
  • Figure 46: Repertoire of interactive TV services and products that respondents like the idea of, April 2006
• At least they know about them
  • Figure 47: Repertoire of interactive TV services and products that respondents know about but have never used, April 2006
• Raising awareness
  • Figure 48: Repertoire of interactive TV services and products that respondents have never heard of, April 2006
• Negative attitudes towards advertising and interactive services go hand in hand
  • Figure 49: Agreement with attitudes towards advertising, by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 2006
• Interactive enthusiasts watch more TV
  • Figure 50: TV programming watched on a regular basis on terrestrial channels, by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 2006
  • Figure 51: TV programming watched on a regular basis on pay-TV channels and Freeview, by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 20
• A sporting chance
  • Figure 52: Sports regularly watched on TV, by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 2006
• Targeting interactive users with financial products
  • Figure 53: Finance products owned by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 2006
• Leisure opportunities
  • Figure 54: Regular leisure activities undertaken in free time, by those who have used and been frustrated with the most interactive services/products and those who have used and loved the most interactive services/products, April 2006
• Interactive TV Services and New Products -- Full Demographics
  • Figure 55: Repertoire of interactive TV services and products that respondents have used and loved or used and found frustrating, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, hou
  • Figure 56: Repertoire of interactive TV services and products that respondents like the idea of or know but have never used, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, househol
  • Figure 57: Repertoire of interactive TV services and products that respondents have never heard of, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own chil
• Type of Home Visual Entertainment Buyer
• Most are prepared to wait
  • Figure 58: Type of home visual entertainment buyer, April 2006
• Young men turned on by technology
• It all comes down to economics
• Early Adopters are keen Internet users
• TV enthusiasts buy equipment early
• TV product ownership and viewing habits
• Early Adopters do indeed like gadgets...
  • Figure 59: Type of home visual entertainment buyer, by ownership of TV products, April 2006
• ...and have squarer eyes
  • Figure 60: Type of home visual entertainment buyer, by TV viewing habits, April 2006
• Where to reach them
  • Figure 61: Type of home visual entertainment buyer, by TV programming watched on a regular basis on terrestrial channels, April 2006
  • Figure 62: Type of home visual entertainment buyer, by TV programming watched on a regular basis on pay-TV channels and Freeview, April 2006
• Channel preference
  • Figure 63: Type of home visual entertainment buyer, by channels on satellite and cable TV they would not be without, April 2006
  • Figure 64: Type of home visual entertainment buyer, channels on satellite and cable TV they watch from time to time, April 2006
  • Figure 65: Type of home visual entertainment buyer, by channels on satellite and cable TV they never watch, April 2006
• Early Adopters have the most positive attitudes towards TV and technology
  • Figure 66: Type of home visual entertainment buyer, by attitudes towards TV and Technology, April 2006
• Little difference when it comes to type of holiday
  • Figure 67: Type of home visual entertainment buyer, by last holiday taken, April 2006
  • Figure 68: Type of home visual entertainment buyer, by booking method of last holiday taken, April 2006
• Greater sports participation and interest from Early Adopters
  • Figure 69: Type of home visual entertainment buyer, by sports participation, April 2006
  • Figure 70: Type of home visual entertainment buyer, by sports regularly watched live, April 2006
  • Figure 71: Type of home visual entertainment buyer, by sports regularly watched on TV, April 2006
  • Figure 72: Type of home visual entertainment buyer, by sports they buy clothing/equipment for, April 2006
• No obvious link for finance
  • Figure 73: Type of home visual entertainment buyer, by financial products, April 2006
• Replacers prefer low-tech leisure
  • Figure 74: Type of home visual entertainment buyer, by regular leisure activities undertaken in free time, April 2006
• TV advertising and sponsorship
  • Figure 75: Type of home visual entertainment buyer, by attitudes towards advertising, April 2006
• Is TV sponsorship the answer?
  • Figure 76: Type of home visual entertainment buyer, by correct matching of sponsors with TV programmes, April 2006
• Interactive TV services and products
• Early Adopters are loving it all
  • Figure 77: Type of home visual entertainment buyer, by most popular interactive TV services and new products, April 2006
  • Figure 78: Type of home visual entertainment buyer, by less popular interactive TV services and new products, April 2006
• Type of Home Visual Entertainment Buyer -- Full Demographics
  • Figure 79: Type of home visual entertainment buyer, by gender, age, socio-economic group, region, household income, age of own children, Internet access, Internet usage, mobile phone network, daily newspaper readership, Sunday newspaper readership, TV rec
• Future Implications
• Digital switchover represents opportunity
• Increased innovation and use of alternative delivery methods
• New ways of advertising
• More interactivity
• Appendix -- Other Leisure Pursuits and Financial Products
• Holidays and leisure breaks
  • Figure 80: Last holiday taken, April 2006
• Booking methods
  • Figure 81: Booking method of last holiday taken, April 2006
• Holidays and leisure breaks by booking methods
  • Figure 82: Most popular last holidays taken, by booking method, April 2006
  • Figure 83: Less popular last holidays taken, by booking method, April 2006
• Sports participation and interest
  • Figure 84: Sports participation, April 2006
  • Figure 85: Sports regularly watched live, April 2006
  • Figure 86: Sports regularly watched on TV, April 2006
  • Figure 87: Sports buy clothing/equipment for, April 2006
• Financial products
  • Figure 88: Financial products owned, April 2006
• Free time
  • Figure 89: Regular leisure activities undertaken in free time, April 2006
• Other leisure pursuits and financial products -- full demographics
  • Figure 90: Most popular last holidays taken, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception, su
  • Figure 91: Less popular last holidays taken, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception, su
  • Figure 92: Most popular booking methods of last holiday taken, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage
  • Figure 93: Less popular booking methods of last holiday taken, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage
  • Figure 94: Participation in most popular sports, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception
  • Figure 95: Participation in less popular sports, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV reception
  • Figure 96: Most popular sports regularly watched live, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV rec
  • Figure 97: Most popular sports regularly watched on TV, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV re
  • Figure 98: Less popular sports regularly watched on TV, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV re
  • Figure 99: Most popular sports buy clothing/equipment for, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV
  • Figure 100: Most popular financial products owned, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV recepti
  • Figure 101: Less popular financial products owned, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access, Internet usage, TV recepti
  • Figure 102: Most popular regular leisure activities undertaken in free time, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access,
  • Figure 103: Less popular regular leisure activities undertaken in free time, by gender, age, employment status, socio-economic group, region, daily newspaper readership, Sunday newspaper readership, household income, age of own children, Internet access,