European TV Survey Overview of Results in 10 Countries January 2010.

European TV Survey Overview of Results in 10 Countries

January 2010

About the European TV survey…

• What follows are the results of the Liberty Global- European TV study. The purpose of this study was to assess whether the financial crisis has affected people’s daily life in general and their media habits in particular.

• The survey was carried out in 10 European countries, i.e., Austria, Belgium, the Czech Republic, Hungary, Ireland, The Netherlands, Poland, Romania, Slovakia, and Switzerland. A total of 10.804 respondents completed the survey.

• The survey was conducted online among a representative sample of the population• All ratings in the country are weighted to obtain a representative sample based on age

and gender distribution.• The study took place between October 26th and November 16th 2009.• The survey was coordinated by Reputation Institute. This is the sixth time that UPC

has commissioned the annual television survey.

Respondent profile per country

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AT BE CH CZ HU IE NL PL RO SK

Total number of respondents

1027 1113 1015 1066 1202 1056 1090 1320 1009 906

Divided by Gender

Male 516 561 511 536 592 528 551 656 500 450

Female 511 552 504 530 610 528 539 664 509 456

Divided by Age

18-24 124 140 121 134 150 117 155 262 155 104

25-34 199 215 197 206 232 207 206 233 188 117

35-44 252 271 249 260 293 261 260 295 238 223

45-64 453 487 448 467 527 470 468 530 428 402

Leisure time use in hours per weekTop 3: Friends/family, TV and Internet


Spend time with friends/family

24.6 16.0 23.3 39.2 26.3 26.4 12.1 9.7 28.7 34.2

Watch TV 14.9 16.5 13.2 15.9 15.7 16.6 16.9 14.5 16.3 17.3

Surf the Internet 13.1 14.1 11.6 18.0 15.3 14.9 13.7 17.7 22.4 15.3

Read newspapers 4.0 2.9 3.9 3.0 3.6 3.1 2.7 4.0 4.4 3.2

Watch DVDs/Videos 2.0 2.7 2.1 4.2 3.7 3.6 2.7 3.3 3.7 3.0

Play video games 1.7 1.5 1.3 1.9 0.9 1.8 2.0 2.5 2.9 1.2

Do sports 2.8 2.0 2.8 3.2 2.3 2.5 2.1 2.5 2.6 2.4

Go out to bars/restaurants

2.3 2.0 2.4 2.5 1.3 2.6 1.3 1.9 2.3 1.9

Go to cinema 0.3 0.3 0.4 0.2 0.4 0.5 0.2 0.7 0.6 0.2

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Q: If you think about a regular week, how much time do you spend on average to…?(hours in a week)

Change in leisure time useKey results per country


TOP-3 SPEND MORE TIME ON:

Time with friends/family 18% 12% 19% 18% 12% 31% 9% 10% 24% 16%

Surf the Internet 16% 16% 18% 21 % 17% 37% 10% 26% 34% 27%

Watch TV 8% 11% 13% 8% 12% 28% 8% 14% 20% 9%

SPEND LESS TIME ON (>20% of respondents)

Go out to bars/restaurants

36% 43% 36% 40% 48% 64% 25% 47% 54% 46%

Go to cinema 28% 30% 32% 39% 40% 48% 45% 44% 41%

Do sports 20% 21% 26% 28% 23%

Play video games 20% 28% 27% 27%

Read newspapers 24% 23% 22% 21%

Time with family /friends

22% 22%

Watch DVDs/videos 24% 27% 22%

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Q: Do you spend more, about the same or less time on the following activities than before the financial crisis?

Change in leisure time useResults for Austria, Belgium, Switzerland, Czech Republic & Hungary

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Note: Due to rounding differences, the percentages may not sum up to 100%


Change in leisure time useResults for Ireland, The Netherlands, Poland, Romania & Slovakia

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Note: Due to rounding differences, the percentages may not sum up to 100%


Reasons why people watch more TV than before the crisis


% of people who watch more TV 8% 11% 13% 8% 12% 28% 8% 14% 20% 9%

Q: Why do you watch more TV than before the financial crisis? (question only asked to people who indicated that they watch more TV than before the crisis)


Don’t go out as much 41% 40% 45% 28% 31% 43% 34% 27% 28% 25%

I stopped with other things I did in my free time

24% 11% 13% 22% 17% 15% 16% 20% 14% 21%

To get information on the financial crisis

13% 16% 11% 19% 22% 10% 19% 19% 29% 28%

To escape from negative feelings associated with the crisis

9% 15% 14% 16% 12% 16% 13% 17% 14% 7%

Currently unemployed 7% 14% 10% 10% 13% 15% 11% 12% 11% 10%

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Not changed package 71% 72% 71% 61% 75% 57% 78% 59% 81% 74%

Upgraded to allow more channels

6% 7% 5% 10% 6% 7% 6% 10% 8% 7%

Downgraded package 4% 3% 2% 6% 11% 22% 3% 8% 7% 4%

Not possible-analogue TV or basic TV package only

19% 19% 22% 22% 8% 15% 13% 22% 4% 15%

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Q: Have you changed your choice of TV package because of the financial crisis?

Change in TV package due to the crisis

Media sources for information about the crisis


Newspaper

36%

TV

47%

Newspaper

37%

Internet

61%

Internet

51%

TV

37%

TV

54%

Internet

46%

TV

50%

TV

45%

TV

31%

Internet

21%

TV

33%

TV

26%

TV

36%

Radio

23%

Newspaper

21%

TV

43%

Internet

44%

Internet

39%

Internet

21%

Newspaper

19%

Internet

18%

Newspaper

9%

Newspaper

7%

Newspaper

20%

Internet

18%

Newspaper

6%

Newspaper

4%

Newspaper

9%

Radio

9%

Radio

11%

Radio

9%

Radio

3%

Radio

5%Internet

19%Radio

5%

Radio

4%

Radio

1%

Radio

5%

Other

3%

Other

2%

Other

3%

Other

1%

Other

1%

Other

2%

Other

3%

Other

1%

Other

1%

Other

2%

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Q: I mainly get information about the financial crisis from…

TV & the crisisDo people escape from recession in TV programs?

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Statements AT BE CH CZ HU IE NL PL RO SK

I watch more soap operas to escape the financial crisis

Agree (%) 4 11 8 6 7 12 3 18 7 3

Disagree (%) 78 62 66 74 83 60 81 62 72 93

I watch more travel & holiday programs on TV to escape the crisis

Agree (%) 7 10 9 15 10 17 4 25 28 12

Disagree (%) 69 62 62 60 71 49 73 50 34 69

I watch more sport games on TV to escape the financial crisis

Agree (%) 3 4 3 7 8 13 3 12 13 7

Disagree (%) 76 71 72 67 73 55 77 66 51 79

Since the financial crisis, I watch more sports games on TV and visit less paid sport matches to save money

Agree (%) 9 10 8 14 16 20 5 18 15 10

Disagree (%) 68 58 63 54 64 42 73 57 43 73

Q: Please consider the following statements and select a number from “1” to “5” where “1” means “I strongly disagree” and “5” means “I strongly agree”.

TV & the crisisDo people mind to watch programs showing the distress of the crisis?

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I do not want to be confronted on TV with people losing their job and/or house due to the financial crisis

Agree (%) 13 19 17 39 21 27 18 32 30 26

Disagree (%) 46 45 48 32 50 36 45 35 33 38

It should be forbidden to broadcast TV programs that show people who are down and out due to the financial crisis

Agree (%) 8 16 9 13 13 10 21 14 17 20

Disagree (%) 62 51 63 61 62 64 43 50 47 52

I like to watch TV programs that help people who lost their job and/or house due to the financial crisis

Agree (%) 30 24 29 36 43 34 17 42 39 32

Disagree (%) 33 38 33 35 29 29 49 28 21 37


TV & the crisisHas TV exaggerated or worsened the financial crisis?

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I believe that the financial crisis is exaggerated on TV

Agree (%) 33 43 44 47 35 32 42 52 47 40

Disagree (%) 30 24 22 37 34 40 22 22 27 28

I think that the loads of attention for the financial crisis on TV only worsen the situation

Agree (%) 35 44 37 49 34 40 52 49 44 45

Disagree (%) 33 24 31 36 37 34 20 24 29 31


TV & the crisisAre people tired of the topic ‘financial crisis’ on TV?

14


I switch immediately to another TV channel as soon as I hear the word “financial crisis” on a channel

Agree (%) 17 18 18 19 20 26 19 39 27 22

Disagree (%) 49 46 46 47 48 38 43 36 36 45

I am getting really tired of the topic ‘financial crisis’ on TV

Agree (%) 40 53 47 52 48 51 53 59 48 50

Disagree (%) 26 17 23 22 23 23 16 17 24 23


TV & the crisisTV Presence Prime Minister and Finance Minister on crisis

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The Finance Minister became more credible due to his/her TV presence concerning the financial crisis

Agree (%) 9 5 8 19 12 13 17 13 11 9

Disagree (%) 43 55 44 54 58 54 39 44 55 64

The Prime Minister became more credible due to his/her TV presence concerning the financial crisis

Agree (%) 6 9 9 22 15 9 10 19 14 12

Disagree (%) 43 46 45 52 54 57 43 44 56 62

I believe that the TV presence of the Finance Minister has amplified the financial crisis

Agree (%) 17 24 16 24 18 25 24 43 31 14

Disagree (%) 32 25 35 49 47 29 33 29 32 54

I believe that the TV presence of the Prime Minister has amplified the financial crisis

Agree (%) 14 16 17 24 19 23 23 18 35 17

Disagree (%) 32 30 36 50 47 29 27 43 31 53


Effect of financial crisis on holiday behavior Holiday behavior most affected in Ireland, Hungary and Romania


YES, I (will) go less on holiday 17% 25% 22% 30% 46% 53% 17% 23% 49% 30%

No, I (will) go more on holiday 2% 3% 3% 2% 1% 3% 2% 5% 4% 2%

No difference; the crisis does not affect my holiday

67% 53% 65% 56% 33% 35% 68% 59% 36% 48%

I never go on holiday; I always spend my holiday at home

14% 20% 10% 12% 20% 9% 13% 12% 11% 20%

Q: Do/will you go less on holiday due to the financial crisis?

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YES, I (will) spend my holiday in my own country to save money

11% 15% 11% 18% 25% 25% 8% 12% 24% 16%

No, I (will) spend my holiday abroad

43% 56% 52% 28% 10% 42% 54% 27% 17% 27%

I (will) spend my holiday in my own country as every year

15% 11% 11% 27% 38% 5% 17% 35% 32% 22%

Not sure 31% 19% 26% 27% 26% 27% 21% 26% 27% 35%

Q: Due to the financial crisis, do/will you spend your holiday in your own country instead of going abroad? (only asked to people who indicated in the above question that they (will) go on holiday)

Effect of financial crisis on holiday behavior People spend less money on holidays due to financial crisis


YES 23% 33% 27% 40% 58% 64% 23% 28% 51% 31%

NO 35% 32% 35% 35% 11% 11% 45% 29% 20% 21%

About the same 42% 35% 38% 26% 30% 25% 32% 43% 29% 48%

Q: Will you spend less money on holidays due to the financial crisis? (only asked to people who indicated that they (will) go on holiday)


NO 70% 68% 72% 69% 72% 65% 72% 73% 67% 76%

YES, more 6% 8% 9% 7% 9% 12% 4% 15% 20% 8%

I never watch these types of programs

25% 24% 19% 24% 19% 23% 25% 12% 13% 16%

Q: Are you watching more TV programs about holidays and travelling than before the crisis?

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European TV Survey Overview of Results in 10 Countries January 2010.

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