Advertisers spent total of €206m on TV last year

Proportion of multi-set households rises for first time in more than two years

The number of television sets per household is on the rise again following a period of two years in which the proportion of multi-set homes went into decline. Photograph: Dean Hutton/Bloomberg

The advertising industry spent €206.2 million on television in the Irish market in 2013, figures compiled by KPMG for ratings body TAM Ireland show.

This is the first time that the industry has released an actual figure rather than an estimate of total spend. The figure includes spot advertising, sponsorship, product placement and revenue from advertiser-funded programming.

This gave the medium a 30 per cent share of the advertising market last year, which was estimated at €700 million. TV revenues fell 1 per cent on 2012, compared to a total market decline of about 3 per cent.

Meanwhile, the number of television sets per household is on the rise again following a period of two years in which the proportion of multi-set homes went into decline.

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TAM Ireland / Nielsen figures for September show that of the 93 per cent of households that have a television, some 58 per cent own a single set. This was down on the 59 per cent of single-set homes recorded in May.

The number of homes with two sets rose from 30 per cent to 31 per cent, while three-set homes also rose one point to 9 per cent. Some 3 per cent of TV homes have four or more sets.

In May 2012, only 49 per cent of homes owned a single set, while 34 per cent had two sets, 11 per cent had three, and 6 per cent owned four or more.

Digital switchover in October 2012 likely resulted in some households prioritising their main set, while letting secondary sets fall out of service.

Laura Slattery

Laura Slattery

Laura Slattery is an Irish Times journalist writing about media, advertising and other business topics