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Background on survey methodology

The GfK consumer research used in this report is based on a panel of 12,000 homes

surveyed quarterly via the internet and by telephone.

The survey provides data on ownership and acquisition of television sets and other

receiving equipment such as set-top boxes.

The ratio of online to telephone interviews is designed to specifically meet demographic

representative quotas. The error margin for the research results is estimated to be

within 1-2 percentage points (up to +/- 500,000 homes).

This is the final quarterly edition of this report . The next edition will be an annualreview, published in 2012. A selection of DTV metrics will be available from

Ofcoms technology tracking study in the meantime, the results of which are

published here.

1

http://stakeholders.ofcom.org.uk/market-data-research/statistics/http://stakeholders.ofcom.org.uk/market-data-research/statistics/

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Platform take-up survey results Q1 2011

Source: Ofcom / GfK NOP consumer research

Analogue terrestrial includes a very small amount of foreign satellite.

Chart figures; m = million, pp = percentage points.

93.1% 93.1%74.0%

39.6% 36.2%

8.0% 13.1% 1.1% 2.0% 6.9%0%

20%

40%

60%

80%

100%

Multichan

neltake-

up

Digital

TVtake-

up A

ll

homes

using

DTT

DTTonly

homes

Satellite-

pay

Satellite-

free

Cable

DTT-pay

homes

Otherpay

TV

Analogue

Terrestrial

Homes (millions)

23.8m 23.8m

10.1m 9.3m

3.4m

19.0m

0.5m0.3m

Homes (%)

2.0m

- 0.2pp+ 0.1pp+ 0.6pp + 0.6pp + 0.7pp - 0.5pp + 0.6ppQuarterly change + 0.5pp

+ 1.0pp + 1.0pp - 0.2pp 0.0pp + 0.3ppAnnual change + 0.9pp + 0.8pp- 0.9pp

+ 1.8pp

+ 2.9pp

1.8m

- 0.6pp

- 1.0pp

(Homes with access to each platform)

Figure 1

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Digital / Multichannel TV progress 2001-2011

41.7%44.7%

48.0%

56.7%64.9%

71.8%

80.3%

87.2% 89.6%92.1%

30.9%38.5% 43.2%

53.0%

61.9%69.7%

79.6%

87.1%89.2%

92.0% 93.1%

22.4%25.0% 28.6%

29.1% 31.3%33.1%

35.7% 36.6%41.3%

44.2%

14.8% 14.5%

13.4% 13.5%

13.2% 13.2% 13.0% 12.5% 13.2% 12.9% 13.1%

4.5% 5.2%

5.9% 14.1%

20.3%25.3%

33.0%37.9%

39.8%

39.6%

0%

20%

40%

60%

80%

100%

Q1 2001 Q1 2002 Q1 2003 Q1 2004 Q1 2005 Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011

TotalMultichannel

Total digital

Satellite

Cable

DTT-only

Data from Q1 2007 is based

on consumer research

Source: Ofcom, GfK NOP research from Q1 2007, previous quarters include subscriber data and Ofcom

market estimates for DTT and free satellite

Figure 2

Households (% take-up)

93.1%

38.5%

36.8%

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0

2

4

6

8

10

12

14

16

1820

22

24

26

Q12001

Q12002

Q12003

Q12004

Q12005

Q12006

Q12007

Q12008

Q12009

Q12010

Q12011

Analogueterrestrial only

Digital terrestrial

only

Analogue cable

Digital cable

Free-to-viewdigital satellite

Analogue

satellite

Pay digitalsatellite

TV Households (m)

41.7% 44.7% 48.0% 56.7% 64.9% 71.8% 80.3% 87.2% 89.6% 92.1% 93.1%% of homes

Data from Q1 2007 is based

on consumer research

Source: Ofcom, GfK NOP research from Q1 2007, previous quarters include subscriber data

and Ofcom market estimates for DTT and free satelliteNote: Digital terrestrial relates to DTT-only homes

MCTV take-up by platform % homes

Figure 3

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5

Digital Platform Overlap Q1 2011(Homes 000s)

Figure 4

Source: Ofcom / GfK NOP consumer research

Note: Due to the smaller sample size it is not possible to depict the overlap among other multichannel

platforms.

Sky digital

2,578

Freeview

10,147

Digital Cable

288

6,207

2,580

470

23

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Total secondary digital sets across all platforms (millions)

Source: GfK NOP research

13.2

18.3

21.4

24.6

26.4

21.3

16.2

13.5

10.38.5

0

5

10

15

20

25

30

Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011

Multichannel2nd sets

Analogue

terrestrial 2ndsets

38% 53% 61% 70% 76%% converted

Secondary TV sets (millions)

Figure 5

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Platform shares for TV sets 1 4

36 37 38 41 42

13 12 13 14 14 10 9 9 11 9 9 9 8 8 6

12 11 11 1111

3 3 3 4 4

2 3 3 3 3 2 1 2 2 1

33 3838 40

38

2540

4856 61

2539

4853 61

2239 43

50 59

19 13 128 6

60 4536

25 21

6349 40

33 27

6751 46 40

33

0%

20%

40%

60%

80%

100%

Q12007

Q12008

Q12009

Q12010

Q12011

Q12007

Q12008

Q12009

Q12010

Q12011

Q12007

Q12008

Q12009

Q12010

Q12011

Q12007

Q12008

Q12009

Q12010

Q12011

Analogueterrestrial

DTT

Cable

Satellite

Source: GfK NOP consumer research

Main TV Set TV Set 2 TV Set 3 TV Set 4

Figure 6

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Market share of platforms across all TV sets Q1 2011

% take-up of TV homes

Source: GfK research

Total TV sets = 60 million

Satellite24.5%

Cable

6.6%

ADSL0.1%

Digital terrestrial47.8%

Analogue terrestrial20.1%

Q1 2011Q1 2010

Satellite25.0%

Cable

6.5%

ADSL0.1%

Digital terrestrial51.0 %

Analogue terrestrial16.7%

Figure 7

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Homes (%) Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Multichannel take-up

Cable

Satellite

DTT

Other platforms 1

Total multichannel 2

12.4%

38.3%

39.6%

1.4%

91.4%

12.9%

41.3%

39.8%

1.2%

92.1%

13.0%

42.9%

39.3%

1.2%

92.7%

13.1%

43.1%

39.1%

1.0%

92.6%

13.0%

42.9%

38.9%

1.3%

92.5%

13.1%

44.2%

39.3%

2.0%

93.1%

Pay TV take-upCable

Pay satellite

Pay DTT

Other pay platforms 1

Total pay TV 2

12.4%

35.8%

2.3%

1.4%

51.8%

12.9%

36.2%

2.0%

1.2%

52.3%

13.0%

36.5%

2.0%

1.2%

52.7%

13.1%

36.8%

2.0%

1.0%

52.9%

13.0%

36.2%

1.1%

1.3%

52.4%

13.1%

36.7%

1.3%

2.0%

52.5%

Share of multichannel TV market

Cable

SatelliteDTT

Other platforms 1

13.5%

41.8%43.2%

1.5%

13.6%

43.4%41.8%

1.3%

13.5%

44.5%40.8%

1.2%

13.6%

44.8%40.6%

1.1%

13.6%

44.6%40.4%

1.4%

13.3%

44.7%40.0%

2.0%

Summary: take-up and share of primary TV setsFigure 8

Source: Ofcom / GfK NOP research

Note: 1. Other platforms includes homes with BT Vision and Talk Talk TV (formerly Tiscali TV). Top Up TV homes are included in

DTT and also shown separately in pay DTT.

2. Totals may not correspond to the individual platform figures due to an element of platform overlap and figures being rounded.

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Free-to-view

digital satellite (000s) Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Free-to-view satellite

households

1,307 1,625 1,633 1,585 2,045

Free-to-view satelli te Q1 2011 survey results

Figure 10

Source: GfK NOP consumer research

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Cable Virgin Media Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Digital TV subscribers 3,702,800 3,728,700 3,745,900 3,759,600 3,772,300

Total TV subscribers 3,729,600 3,751,900 3,766,700 3,778,800 3,778,900

Total subscribers

(TV, telephony, internet) 4,761,800 4,768,900 4,783,000 4,800,100 4,820,300

TV penetration rate * 29.7% 29.9% 30.0% 30.2% 30.2%

ARPU (annualised) 540 551 557 554 566

Churn 13.2% 15.6% 19.2% 15.6% 15.9%

Basic package price 11.99 11.99 11.99 12.50 12.50

Virgin DVR (V+ and V+HD) 939,900 1,198,900 1,421,000 1,512,900 1,579,300

Source: Virgin Media quarterly results 2009-11

* TV penetration rate is based on the number of homes passed by the Virgin Media cable network. The number of homes

passed and marketed had reached over 12.5 million by Q2 2009.

Virgin Media Q1 2011 resultsFigure 11

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DTT sets and households (millions) Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Total number of DTT enabled sets

Percentage of all TV sets (%)

28.8m

47.8%

28.6m

47.5%

29.6m

49.2%

30.2m

50.1%

30.7m

51.0%

Total number of homes using DTT equipmentHomes percentage (%)

18.7m73.1%

18.7m73.2%

18.8m73.4%

18.8m73.4%

19.0m74.0%

Number of homes where DTT is the only digital platform

Homes percentage (%)

10.2m

39.8%

10.1m

39.3%

10.0m

39.1%

10.0m

38.9%

10.1m

39.6%

DTT households and sets estimates

Figure 12

Source: GfK NOP research

Note: Figures in the table are rounded

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6.4

8.49.6 9.8 10.2 10.1

4.9

8.3

13.7

16.3

18.6

20.2

0

5

10

15

20

25

Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011

DTT 1st set DTT 2nd set

DTT on 1st and 2nd TV sets (millions)

Source: GfK NOP research

DTT on primary and secondary TV sets

Figure 13

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DTT quarterly sales (000s) Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011

Freeview set-top boxes 855 724 603 756 596

Integrated Digital Televisions (IDTVs) 2,540 2,341 1,896 3,099 2,586

Total sales 3,395 3,065 2,499 3,855 3,182

DTT DVR sales* 207 153 146 290 201

Source: Sales figures from GfK, as adjusted by Freeview. The 5% upwards adjustment represents Freeviews

estimate of the number of DTT set-top boxes and IDTVs sold in Northern Ireland and offshore islands.

*DVR sales include devices that combine DVR and DVD recording functionality. DVRs sales listed above are also

included in the total sales.

Digital terrestr ial television (DTT) equipment quarterly sales

Figure 14

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0.8

1.21.3

0.9 0.9 0.60.4

0.9

1.9

2.5 2.5 2.611.8

18.930.7

43.457.1

68.6

0

10

20

30

40

50

60

70

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Q1 2006 Q1 2007 Q1 2008 Q1 2009 Q1 2010 Q1 2011

Set-top boxes

IDTV sales

Cumulative sales

DTT STBs and IDTV retail sales 2006-2011

Source: Sales figures from GfK, as adjusted by Freeview

Quarterly sales

(millions)Cumulative sales

(millions)

DTT equipment quarterly and cumulative retail sales

Figure 15