On the 2nd of October I announced very encouraging results from a Millward Brown Lansdowne tracking study on the Digital TV Switchover which was carried out between September 10 - 20.
This research showed that between mid August and mid September 50,000 viewers who were reliant on analogue TV network made the switch to Digital TV, leaving approximately 150,000 still to make the switch. Awareness of the digital switchover has increased 1% to 94%, with awareness among users who are reliant on analogue - the main target group - even higher at 97%. Awareness that it is happening this month is at 92%, an increase of 10%. I decided further research was needed to take into account the recent National Digital Switchover Week which ran from September 17th – 23rd. The Week was organised by my Department in partnership with The Wheel and Irish Rural Link. The Week saw 26 local Digital Outreach Champions across the country organise over 250 events in their communities to encourage those who have not yet switched to digital TV to do so.
The most recent research was carried to take into account National Digital Switchover Week. This research was carried out between 21st September and 3rd October. The findings show that;
The estimated number of households that need to switch in October is 100,000 down from 150,000 at mid September
There is now 99% awareness among analogue users
Minds are becoming more focussed as to the actual date – six in ten who are aware of the switchover nominate 24th October without being prompted.
Further findings are available on www.goingdigital.ie. Households who only use pay TV platforms such as SKY or UPC (82.1%, or just over 1,300,000 households, according to the latest ComReg Quarterly Report) are not affected by analogue switch off.