Table of Contents
Introduction and Abbreviations
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- Definitions
- Abbreviations
Summary of Key Report Findings
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- Freeview pushes multichannel penetration past 50%…
- …although satellite remains dominant
- Market currently highly competitive
- A nation of telly addicts
- Terrestrial viewers favour news and current affairs…
- …while films win on multichannel TV
- DVD player penetration soars
- Independent holidays gain in popularity
- Football still tops the league
- Personal finance remains a hot topic
- Working hard, playing hard
- Increase in negative perceptions of pay-TV
- One in ten are Pay-TV Fans
- Types of viewer
- Multichannel viewers enthusiastic purchasers
- More customers, more channels, more competition
Market Background
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- Multichannel TV
- DTH operating statistics
- BSkyB
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- Figure 1: BSkyB: UK residential operating statistics, 2003 and 2004
- Free-to-view (FTV) digital satellite
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- Figure 2: FTV digital satellite, 2003 and 2004
- Introduction of FTA satellite
- Cable operating statistics
- ntl:home
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- Figure 3: ntl UK residential operating statistics, 2003 and 2004
- Telewest
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- Figure 4: ntl UK residential operating statistics, 2003 and 2004
- DSL TV operating statistics
- HomeChoice
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- Figure 5: HomeChoice residential operating statistics, 2003 and 2004
- Kingston Interactive Television
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- Figure 6: KIT residential operating statistics, 2003 and 2004
- DTT operating statistics
- Freeview
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- Figure 7: DTT residential operating statistics, 2003 and 2004
- Top Up TV
- Multichannel penetration
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- Figure 8: UK multichannel households, by platform, 1998-2004
- Multichannel penetration
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- Figure 9: Penetration of UK multichannel households, by platform, 2001-04
- Market shares
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- Figure 10: Share of UK multichannel households, by platform, 2001-04
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- Figure 11: Share of UK digital households, by platform, 2001-04
TV Viewing Habits
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- Figure 12: Annual shares of viewing (individuals), by channel, 1997-2003
- More people admit to watching for longer
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- Figure 13: Weekday television viewing, 2001-03
- Satellite/cable/digital TV viewing on the increase
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- Figure 14: Weekly satellite/cable/digital TV watching, 1998-2003
- Terrestrial TV viewing habits
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- Figure 15: Programming regularly watched on terrestrial channels, May 2004
- The most likely viewers of each terrestrial TV genre
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- Figure 16: CHAID analysis of programme genres watched on terrestrial channels, May 2004
- Pay-TV viewing habits
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- Figure 17: Programming regularly watched on pay-TV channels, May 2004
- The most likely viewers of each pay-TV genre
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- Figure 18: CHAID analysis of programme genres watched on pay-TV channels, May 2004
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TV Product Ownership and Viewing Habits
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- Figure 19: Expenditure on TV sets, VCRs and DVD players, 1998-2003
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- Figure 20: Ownership of TV sets, 1997-2003
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- Figure 21: Penetration of features among new (main) TVs purchased in the past 12 months, 2000-03
- Gadgets and new technology
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- Figure 22: Agreement with the statements ‘I love to buy new gadgets and appliances’ and ‘I try to keep up with developments in technology’, 2003
- TV product ownership
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- Figure 23: TV product ownership, 2002 and 2004
- TV product ownership by programming watched
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- Figure 24: TV product ownership, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004
- Figure 25: TV product ownership, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004
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- Figure 26: TV product ownership, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004
- Figure 27: TV product ownership, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004
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- Figure 28: TV product ownership, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004
- Figure 29: TV product ownership, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004
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- Figure 30: TV product ownership, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004
- Figure 31: TV product ownership, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004
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Holidays and Viewing Habits
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- Figure 32: Domestic and overseas holidays and expenditure, 1998-2004
- Type of holiday taken
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- Figure 33: Type of holiday taken on last holiday, UK and abroad, 1998-2003
- Booking methods
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- Figure 34: Channels for booking a holiday, 2001 and 2003
- Last holiday taken
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- Figure 35: Last holiday taken, by type, 2002 and 2004
- Most recent booking methods
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- Figure 36: Booking method for last holiday taken, May 2004
- Holiday booking via iTV
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- Figure 37: Potential of booking a holiday or making travel arrangements via iTV, May 2004
- Last holiday taken and booking methods by programming watched
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- Figure 38: Last holiday taken and booking methods, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004
- Figure 39: Last holiday taken and booking methods, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004
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- Figure 40: Last holiday taken and booking methods, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004
- Figure 41: Last holiday taken and booking methods, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004
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- Figure 42: Last holiday taken and booking methods, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004
- Figure 43: Last holiday taken and booking methods, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004
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- Figure 44: Last holiday taken and booking methods, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004
- Figure 45: Last holiday taken and booking methods, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004
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Sports Interest and Viewing Habits
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- Figure 46: UK consumer spending on sports goods, 1999-2003
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- Figure 47: UK consumer spending on sports goods, by product category, 2000 and 2002
- Attitudes towards sport
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- Figure 48: Attitudes towards sport, 2000 and 2003
- Paid-to-watch sports
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- Figure 49: Paid-to-watch leading sports at a venue in last 12 months, 2003
- Interest in sport
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- Figure 50: Interest in sport, 2002 and 2004
- Interest in sport by programming watched
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- Figure 51: Interest in sport, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004
- Figure 52: Interest in sport, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004
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- Figure 53: Interest in sport by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004
- Figure 54: Interest in sport, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004
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- Figure 55: Interest in sport, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004
- Figure 56: Interest in sport, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004
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- Figure 57: Interest in sport, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004
- Figure 58: Interest in sport, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004
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Personal Finance and Viewing Habits
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- Figure 59: Trends in income, expenditure and savings, 1993-2003
- Current accounts
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- Figure 60: Value of UK personal bank accounts (MBBG only), 1997-2002
- Mortgages
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- Figure 61: Total mortgage debt and annual growth rates, 1998-2003
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- Figure 62: Gross advances, by type of lending, 1998-2003
- Life insurance and pensions
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- Figure 63: Household expenditure on all life insurance and personal pensions, 1998-2003
- Personal finance
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- Figure 64: Personal finance, 2002 and 2004
- Personal finance by programming watched
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- Figure 65: Personal finance, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004
- Figure 66: Personal finance, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004
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- Figure 67: Personal finance, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004
- Figure 68: Personal finance, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004
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- Figure 69: Personal finance, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004
- Figure 70: Personal finance, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004
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- Figure 71: Personal finance, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004
- Figure 72: Personal finance, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004
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Leisure Participation and Viewing Habits
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- Figure 73: Market size, selected leisure sectors, 1998-2003
- Leisure time
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- Figure 74: Weekday leisure activities at home, 2001 and 2003
- More or less than before?
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- Figure 75: Statements about current lifestyle compared to five years ago, August 2003
- Leisure participation
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- Figure 76: Leisure participation, 2002 and 2004
- Leisure participation by programming watched
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- Figure 77: Leisure participation, by news watched on terrestrial and pay-TV and breakfast and daytime TV watched on terrestrial TV, May 2004
- Figure 78: Leisure participation, by children/cartoon and music programming watched on terrestrial TV and children/cartoon and music channels watched on pay-TV, May 2004
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- Figure 79: Leisure participation, by sport and film programming watched on terrestrial TV and sport and film channels watched on pay-TV, May 2004
- Figure 80: Leisure participation, by drama and soap programming watched on terrestrial TV and drama and soap programming watched on pay-TV, May 2004
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- Figure 81: Leisure participation, by documentaries and history programming watched on terrestrial TV and documentaries and history channels watched on pay-TV, May 2004
- Figure 82: Leisure participation, by comedy, reality TV and talk show programming watched on terrestrial TV and comedy, reality TV and talk show programming watched on pay-TV, May 2004
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- Figure 83: Leisure participation, by quiz show and travel programming watched on terrestrial TV and quiz show programming and travel channels watched on pay-TV, May 2004
- Figure 84: Leisure participation, by cookery and home and leisure programming watched on terrestrial TV and cookery and home and leisure programming/channels and shopping channels watched on pay-TV, May 2004
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Attitudes Towards Multichannel TV
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- Figure 85: Attitudes towards pay-TV, 2001-04
- Pay-TV praise
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- Figure 86: Most positive attitudes towards pay-TV, by gender, age and socio-economic group, May 2004
- Figure 87: Most positive attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004
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- Figure 88: Most positive attitudes towards pay-TV, by detailed lifestage group, May 2004
- Figure 89: Most positive attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
- Top pay-TV gripes
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- Figure 90: Most negative attitudes towards pay-TV, by gender, age and socio-economic group, May 2004
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- Figure 91: Most negative attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004
- Figure 92: Most negative attitudes towards pay-TV, by detailed lifestage groups, May 2004
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- Figure 93: Most negative attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
- Other attitudes towards pay-TV
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- Figure 94: Other attitudes towards pay-TV, by gender, age and socio-economic group, May 2004
- Figure 95: Other attitudes towards pay-TV, by region, working and marital status and ACORN categories, May 2004
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- Figure 96: Other attitudes towards pay-TV, by detailed lifestage group, May 2004
- Figure 97: Other attitudes towards pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
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Targeting Groups
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- Figure 98: Target groups, by gender, age and socio-economic group, May 2004
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- Figure 99: Target groups, by detailed lifestage group and presence of children, May 2004
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- Figure 100: Target groups, by marital and working status, region and ACORN categories, May 2004
- Figure 101: Target groups, by media usage, supermarket usage and commercial TV viewing, May 2004
- Terrestrial viewing
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- Figure 102: Target groups, by programming regularly watched on terrestrial TV, May 2004
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- Figure 103: Target groups, by programming regularly watched on pay-TV, May 2004
- TV product ownership
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- Figure 104: Target groups, by TV product ownership, May 2004
- Holidays and booking methods
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- Figure 105: Target groups, by last holiday taken and booking methods, May 2004
- Sports participation and interest
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- Figure 106: Target groups, by interest in sport, May 2004
- Personal finance
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- Figure 107: Target groups, by personal finance, May 2004
- Leisure activities
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- Figure 108: Target groups, by leisure participation, May 2004
- Target groups by attitudes towards pay-TV
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- Figure 109: Target groups, by attitudes towards cable and satellite TV, May 2004
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The Various Types of TV Viewer
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- TV viewer demographics
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- Figure 110: TV viewers, by gender, age and socio-economic group, May 2004
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- Figure 111: TV viewers, by detailed lifestage group and presence of children, May 2004
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- Figure 112: TV viewers, by marital and working status, region and ACORN categories, May 2004
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- Figure 113: TV viewers, by media usage, supermarket usage and commercial TV viewing, May 2004
- Terrestrial viewing
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- Figure 114: TV viewers, by programming regularly watched on terrestrial TV, May 2004
- Pay-TV viewing
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- Figure 115: TV viewers, by programming regularly watched on pay-TV, May 2004
- TV product ownership
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- Figure 116: TV viewers, by TV product ownership, May 2004
- Holidays and booking methods
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- Figure 117: TV viewers, by last holiday taken and booking methods, May 2004
- Sports participation and interest
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- Figure 118: TV viewers, by interest in sport, May 2004
- Personal finance
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- Figure 119: TV viewers, by personal finance, May 2004
- Leisure activities
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- Figure 120: TV viewers, by leisure participation, May 2004
- Type of TV viewer by attitudes towards pay-TV
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- Figure 121: TV viewers, by attitudes towards cable/satellite TV, May 2004
- Target groups by attitudes towards pay-TV
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- Figure 122: TV viewers, by target groups, May 2004
The Future
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- Will increased penetration lead to very different customers?
- More channels a possibility
- Sky's dominance assured with launch of FTA satellite
- DVD players close to saturation
- Holiday market set to improve
- Sports interest largely static
- Personal finance increasingly rate-driven
- The importance of older consumers to leisure markets
- Towards a digital future
Forecast
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- Figure 123: Forecast of TV viewing typologies, scenario 1, 2004-09
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- Figure 124: Forecast of TV viewing typologies, scenario 2, 2004-09
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- Figure 125: Forecast of TV viewing typologies, scenario 3, 2004-09
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Appendix A
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- Most popular terrestrial programming watched on a regular basis by demographic analysis
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- Figure 126: Most popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004
- Figure 127: Most popular terrestrial TV viewing by region, working and marital status and ACORN categories, May 2004
- Figure 128: Most popular terrestrial TV viewing, by detailed lifestage groups, May 2004
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- Figure 129: Most popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular terrestrial programming watched on a regular basis by demographic analysis
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- Figure 130: Next most popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004
- Figure 131: Next most popular terrestrial TV viewing, by region, working and marital status and ACORN categories, May 2004
- Figure 132: Next most popular terrestrial TV viewing, by detailed lifestage groups, May 2004
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- Figure 133: Next most popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004
- Least popular terrestrial programming watched on a regular basis by demographic analysis
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- Figure 134: Least popular terrestrial TV viewing, by gender, age and socio-economic group, May 2004
- Figure 135: Least popular terrestrial TV viewing, by region, working and marital status and ACORN categories, May 2004
- Figure 136: Least popular terrestrial TV viewing, by detailed lifestage groups, May 2004
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- Figure 137: Least popular terrestrial TV viewing, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix B
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- Most popular programming on pay-TV by demographic analysis
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- Figure 138: Most popular programming on pay-TV, by gender, age and socio-economic group, May 2004
- Figure 139: Most popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004
- Figure 140: Most popular programming on pay-TV, by detailed lifestage groups, May 2004
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- Figure 141: Most popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular programming on pay-TV by demographic analysis
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- Figure 142: Next most popular programming on pay-TV, by gender, age and socio-economic group, May 2004
- Figure 143: Next most popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004
- Figure 144: Next most popular programming on pay-TV, by detailed lifestage groups, May 2004
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- Figure 145: Next most popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
- Least popular programming on pay-TV by demographic analysis
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- Figure 146: Least popular programming on pay-TV, by gender, age and socio-economic group, May 2004
- Figure 147: Least popular programming on pay-TV, by region, working and marital status and ACORN categories, May 2004
- Figure 148: Least popular programming on pay-TV, by detailed lifestage groups, May 2004
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- Figure 149: Least popular programming on pay-TV, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix C
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- Most popular TV products owned by demographic analysis
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- Figure 150: Most popular TV products owned, by gender, age and socio-economic group, May 2004
- Figure 151: Most popular TV products owned, by region, working and marital status and ACORN categories, May 2004
- Figure 152: Most popular TV products owned, by detailed lifestage groups, May 2004
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- Figure 153: Most popular TV products owned, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular TV products owned by demographic analysis
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- Figure 154: Next most popular TV products owned, by gender, age and socio-economic group, May 2004
- Figure 155: Next most popular TV products owned, by region, working and marital status and ACORN categories, May 2004
- Figure 156: Next most popular TV products owned, by detailed lifestage groups, May 2004
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- Figure 157: Next most popular TV products owned, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix D
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- Question 4a
- Last holiday taken by demographic analysis
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- Figure 158: Last holiday taken, by gender, age and socio-economic group, May 2004
- Figure 159: Last holiday taken, by region, working and marital status and ACORN categories, May 2004
- Figure 160: Last holiday taken, by detailed lifestage groups, May 2004
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- Figure 161: Last holiday taken, by media usage, supermarket usage and commercial TV viewing, May 2004
- Question 4b
- Method used to book last holiday by demographic analysis
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- Figure 162: Method used to book last holiday, by gender, age and socio-economic group, May 2004
- Figure 163: Method used to book last holiday, by region, working and marital status and ACORN categories, May 2004
- Figure 164: Method used to book last holiday, by detailed lifestage groups, May 2004
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- Figure 165: Method used to book last holiday, by media usage, supermarket usage and commercial TV viewing, May 2004
- Question 4c
- Consider booking a holiday/making travel arrangements through iTV by demographic analysis
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- Figure 166: Consider booking a holiday/making travel arrangements through iTV, by gender, age and socio-economic group, May 2004
- Figure 167: Consider booking a holiday/making travel arrangements through iTV, by region, working and marital status and ACORN categories, May 2004
- Figure 168: Consider booking a holiday/making travel arrangements through iTV, by detailed lifestage groups, May 2004
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- Figure 169: Consider booking a holiday/making travel arrangements through iTV, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix E
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- Most popular sports interested in by demographic analysis
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- Figure 170: Most popular sports interested in, by gender, age and socio-economic group, May 2004
- Figure 171: Most popular sports interested in, by region, working and marital status and ACORN categories, May 2004
- Figure 172: Most popular sports interested in, by detailed lifestage groups, May 2004
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- Figure 173: Most popular sports interested in, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular sports interested in by demographic analysis
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- Figure 174: Next most popular sports interested in, by gender, age and socio-economic group, May 2004
- Figure 175: Next most popular sports interested in, by region, working and marital status and ACORN categories, May 2004
- Figure 176: Next most popular sports interested in, by detailed lifestage groups, May 2004
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- Figure 177: Next most popular sports interested in, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix F
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- Most popular financial products owned by demographic analysis
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- Figure 178: Most popular financial products owned, by gender, age and socio-economic group, May 2004
- Figure 179: Most popular financial products owned, by region, working and marital status and ACORN categories, May 2004
- Figure 180: Most popular financial products owned, by detailed lifestage groups, May 2004
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- Figure 181: Most popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular financial products owned by demographic analysis
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- Figure 182: Next most popular financial products owned, by gender, age and socio-economic group, May 2004
- Figure 183: Next most popular financial products owned, by region, working and marital status and ACORN categories, May 2004
- Figure 184: Next most popular financial products owned, by detailed lifestage groups, May 2004
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- Figure 185: Next most popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004
- Least popular financial products owned by demographic analysis
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- Figure 186: Least popular financial products owned, by gender, age and socio-economic group, May 2004
- Figure 187: Least popular financial products owned, by region, working and marital status and ACORN categories, May 2004
- Figure 188: Least popular financial products owned, by detailed lifestage groups, May 2004
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- Figure 189: Least popular financial products owned, by media usage, supermarket usage and commercial TV viewing, May 2004
Appendix G
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- Most popular leisure activities undertaken by demographic analysis
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- Figure 190: Most popular leisure activities undertaken, by gender, age and socio-economic group, May 2004
- Figure 191: Most popular leisure activities undertaken, by region, working and marital status and ACORN categories, May 2004
- Figure 192: Most popular leisure activities undertaken, by detailed lifestage groups, May 2004
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- Figure 193: Most popular leisure activities undertaken, by media usage, supermarket usage and commercial TV viewing, May 2004
- Next most popular leisure activities undertaken by demographic analysis
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- Figure 194: Next most popular leisure activities undertaken, by gender, age and socio-economic group, May 2004
- Figure 195: Next most popular leisure activities undertaken, by region, working and marital status and ACORN categories, May 2004
- Figure 196: Next most popular leisure activities undertaken, by detailed lifestage groups, May 2004
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- Figure 197: Next most popular leisure activities undertaken, by media usage, supermarket usage and commercial TV viewing, May 2004
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