Trends in Advertising Activity - Gambling

November 2013 Contents

• Key Facts • Viewing Trends • Advertising Activity • Gambling • Lottery & Scratch Cards • Gambling excluding Lottery & Scratch cards • Bingo • Gambling Sports • Online Casino & Poker • Comparative analysis: ABC1 Adults & C2DE Adults • Annex 1 – Methodology

1 Key Facts

Source: BARB/Infosys+/Nielsen Media Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses 2

Viewing

2012 Total TV Comm.TV Comm: Non-comm 2005 2012

Adults 4.3 2.8 Adults 64:36 66:34 commercial ABC1 Adults 3.5 2.2 - ABC1 Adults 62:38 61:39 C2DE Adults 5.2 3.6 C2DE Adults 66:34 70:30 4-15 2.4 1.7 4-15 72:28 73:27

Hours ofviewing/day Hours 10-15 2.4 1.8 10-15 73:27 75:25 Commercial: Non Commercial:

Viewing by daypart Commercial channel viewing by channel group • Around two-thirds of total and commercial channel viewing takes • Terrestrial channels account for almost two-fifths of adult viewing - place pre-2100 across the adult demographic groups – this has this has been in decline, as viewing to both Portfolio and ‘Other’ remained stable over time. ABC1 Adult viewing tends to be higher channels has increased, to around a quarter of viewing. later in the evening than Adults/C2DE Adults. • Among children, the share of viewing represented by the Terrestrial • Around four-fifths of Children’s viewing takes place pre-2100, falling channels falls to around a quarter and viewing to the Portfolio to around three-quarters among older children – this has also channels accounts for a fifth of viewing – Music channels and remained stable over the analysis period ‘Other’ channels account for a greater share of children’s viewing • In 2012, viewing to commercial channels peaked between 2100- than Adults. 2200 among adult demographic groups, between 2000-2100 among • The ‘Other Top 10 (Gambling)’ channels accounted for around 1% 10-15s and between 1900-2000 among 4-15s Children of viewing Adults Adults Children Terrestrial Portfolio Pre-2100 Sports Post-2100 Music Movies Other

3 Gambling

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 90k 955k 1.4m 5% 1% Terrestrial 0600-0929 % total spots 0.5% 2.9% 4.1% 7% Portfolio 0930-1659 8% 34% • Between 2005 and 2012 the total amount of television advertising 44% Sports 40% shown almost doubled from 17.4m to 34.2m spots – over this 1700-2059 22% period the proportion of spots accounted for by Gambling Music commercials increased from 0.5% to 4.1%. 11% 2100-2259 9% Movies • While advertising across all sub-categories has grown, Bingo and 11% 8%

Commercial Spots Commercial Online Casinos & Poker commercials represented a greater 2300-2959 Other - Top 10 proportion of Gambling spots in 2012 compared with 2005 as Lottery & Scratch cards accounted for a smaller share. Other

Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Terrestrial Person, 0600-0929 2012 Portfolio 0930-1659

Adults 5.8bn 22.7bn 30.9bn, 3.2% 630 Sports ABC1 Adults 2.2bn 8.4bn 11.8bn, 3.1% 451 1700-2059 Music C2DE Adults 3.6bn 14.3bn 19.1bn, 3.3% 833 2100-2259 Movies 4-15 0.5bn 1.4bn 1.8bn, 1.8% 211 10-15 0.3bn 0.9bn 1.1bn, 2.3% 262 2300-2959 Other - Top 10 Other • Between 2005 and 2012, Gambling impacts increased at a significantly faster rate than total television impacts. Commercial ImpactsCommercial • The volume of Lottery & Scratch card advertising seen remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased – over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased. • Compared with Adults, Children’s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059. Children’s exposure was lower as a share of total Gambling impacts across the Terrestrial channels and higher across Music channels, when compared against Adults Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses

4 Gambling

Sub-category Analysis: Gambling Spots

Number of spots: Gambling by sub-category Share of spots: Gambling by sub-category

90k 152k 234k 537k 567k 688k 955k 1389k

1500 Other 100% 4.2% 3.0% 4.1% 2.9% 4.7% 12.3% 90% 26.1% 29.6% 1250 25.3% 29.2% 35.4% 411 Online 80% 23.2% casino & 2.9% 1000 Poker 70% 45.9% 5.2% 6.6% 91 2.6% Gambling - 60% 56.1% 338 750 sports 50% 38.9% 37.1% 38.3% 25 532 38.5% 201 Bingo 40% 69.6% 69.8% 500 66 148 36 16 368 30% 302 220 255 20% 45.4% 250 11 Lottery & 31.6% 355 30.8% 27.8% 25.6% 38 107 Scratch 10% 23.5% 165 179 191 224 Number of commercial spots (000s)spots ofcommercial Number 106 106 cards

0 62

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

5 Gambling

Sub-category Analysis: Gambling Impacts

Number of impacts: Gambling by sub-category, Share of impacts: Gambling by sub-category, Adults Adults

5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn

35 Other 100% 2.6% 4.9% 11.2% 14.1% 16.7% 16.5% 90% 19.2% 30 20.1% 22.3% 4.3%

bn 5.9 4.8% Online 80% 9.9% 9.3% 25 casino & 38.2% 12.4% 3.8 Poker 70% 41.7% 3.7 Gambling - 60% 42.0% 20 3.5 2.1 sports 39.4% 41.7% 2.6 2.1 50% 41.2% 15 1.8 0.9 12.7 0.7 40% 78.4% 9.5 Bingo 76.2% 7.8 8.3

10 0.3 6.6 30% 54.1% Number ofimpacts, Number 1.8 3.8 20% 42.7% 39.0% 5 1.2 Lottery & 33.5% 32.5% 7.4 8.4 Scratch 27.2% 6.1 5.4 6.7 7.2 7.0 10% 4.5 cards

0

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

6 Gambling

Comparative Analysis by Daypart, 2012

Comparative charts, Gambling Commercial channel viewing (Adults) Spots Impacts (Adults)

50.0%

40.0% 39.5%

34.6%

34.1%

33.5%

27.2%

30.0%

25.4%

21.2%

20.1%

20.0% 18.0%

12.4%

11.3%

11.1%

10.0%

5.1%

4.6% 1.9% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 7 Gambling

Comparative Analysis by Channel Group, 2012

Comparative charts, Gambling

Commercial channel viewing (Adults) Spots Impacts (Adults)

50.0%

44.2% 41.2%

40.0% 38.6%

30.0% 27.6%

23.9%

23.2%

22.1% 20.8%

20.0%

9.1%

8.3%

8.0%

7.9%

10.0% 6.9%

5.1%

3.0%

2.6%

2.0%

1.7%

1.5%

1.3% 1.0% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 8 Lottery & Scratch cards

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 62k 224k 355k 4% 1% Terrestrial 0600-0929 % total spots 0.4% 0.7% 1.0% 6% 7% 10% 9% Portfolio 0930-1659 • The number of LSC spots broadcast increased from 62k in 2005 to 40% Sports 355k in 2012, accounting for 1.0% of all commercials shown – with 18% 1700-2059 a 58% increase between 2011 and 2012. 26% Music • The distribution of LSC spots was fairly stable between 2005 and 62% 2010 – since then there has been a notably increase in the volume 2100-2259 Movies 6% 11% and proportion of spots shown between 0930-1659. Commercial Spots Commercial • Terrestrial channels accounted for 1.5% of LSC spot broadcast in 2300-2959 Other - Top 10 2012 – ‘Other’ channels and Music channels represented 40.0% Other and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in 2012

Impacts 2005 2011 2012 Per Impacts by daypart, 2012 Impacts by channel, 2012 Person, 2012 0600-0929 Terrestrial Portfolio Adults 4.5bn 7.4bn 8.4bn, 0.9% 171 0930-1659 ABC1 Adults 1.7bn 2.8bn 3.1bn, 0.8% 120 Sports 1700-2059 C2DE Adults 2.8bn 4.6bn 5.3bn, 0.9% 229 Music 4-15 385m 0.5bn 531m, 0.5% 63 2100-2259 Movies 10-15 236m 0.3bn 323m, 0.7% 78 2300-2959 Other - Top 10

Other

Commercial ImpactsCommercial • The greatest proportion of LSC impacts was seen between 1700-2059. The share seen during this slot fell between 2011 and 2012 as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of 2012 spots, increased. Compared with Adults, Children’s exposure to LSC impacts was higher, as a share, during the 1700-2059 slot and lower post-2100. • The volume of LSC impacts seen across the Terrestrial channels remained fairly stable over the analysis period although their share of impacts fell as the Portfolio channels represented a growing share of impacts. The Music channels accounted for a notably higher share of LSC impacts among Children compared with Adults.

9 Lottery & Scratch cards

Comparative Analysis by Daypart, 2012

Comparative charts, Lottery & Scratch cards

Commercial channel viewing (Adults) Spots Impacts (Adults)

70.0% 61.5% 60.0%

50.0%

40.0%

35.1%

34.1%

29.3%

30.0% 27.2%

23.6%

21.2%

20.0% 18.1%

12.4%

10.3%

10.1%

10.0% 6.2%

5.1%

3.9% 1.9% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 10 Lottery & Scratch cards

Comparative Analysis by Channel Group, 2012

Comparative charts, Lottery & Scratch cards

Commercial channel viewing (Adults) Spots Impacts (Adults)

47.5%

50.0% 40.0%

40.0% 38.6%

27.6%

30.0% 26.4%

25.0%

23.2%

20.0% 18.6%

10.7%

8.5%

6.5%

10.0% 6.4%

5.1%

3.0%

3.0%

2.9%

1.8%

1.5%

1.5%

1.2% 1.0% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 11 Gambling exc. Lottery & S/C

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 27k 731k 1.0m 5% 1% Terrestrial 0600-0929 % total spots 0.2% 2.2% 3.0% 6% Portfolio 0930-1659 9%

42% 32% 46% Sports • The volume of GexLSC spots aired increased from 27k in 2005 to 1700-2059 21% 1.0m in 2012, with an increase of 41% between 2011 and 2012 . Music • The majority of GexLSC advertising was shown post-2100, accounting 9% 2100-2259 9% Movies for 54.6% of spots in 2012 - the volume and share of commercials 13% 9%

Commercial Spots Commercial shown between 0930-1659 increased between 2005 and 2012. 2300-2959 Other - Top 10 • The greatest proportion of GexLSC spots was shown across ‘Other’ channels in 2012, although this share fell between 2006 and 2012 as Other advertising across the Music and ‘Top 10 Other’ channels increased.

Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Person, 0600-0929 Terrestrial 2012 Portfolio Adults 1.2bn 15.3bn 22.5bn, 2.4% 459 0930-1659 Sports ABC1 Adults 0.5bn 5.6bn 8.6bn, 2.3% 331 1700-2059 C2DE Adults 0.8bn 9.7bn 13.9bn, 2.4% 603 Music

4-15 0.1bn 0.9bn 1.3n, 1.3% 148 2100-2259 Movies 10-15 0.1bn 0.5bn 0.8bn, 1.6% 184 2300-2959 Other - Top 10

Other

• The volume of GexLSC impacts increased across all dayparts between 2011 and 2012– the share seen post-2100 increased Commercial ImpactsCommercial between 2005 and 2012 as the share seen between 1700-2059 fell. Amongst Children, while the greatest share of GexLSC impacts was seen between 0930-1659, the proportion seen post-2100 stood at 36.9% in 2012. • The volume of GexLSC advertising seen across all PSB-owned channels increased each year across the analysis period – although the share of impacts represented by these channels fell (as a result of a reduced share of impacts across the Terrestrial channels) as impacts increased across the Sports channels. Compared with Adults, a greater proportion of GexLSC impacts were seen across the Music and ‘Other’ channels by Children.

12 Gambling exc. Lottery & S/C

Comparative Analysis by Daypart, 2012

Comparative charts, Gambling exc. Lottery & S/C Commercial channel viewing (Adults) Spots Impacts (Adults)

50.0%

41.5%

40.0%

36.6%

34.1%

32.0%

30.0% 27.2%

21.8%

21.2%

21.0%

20.0% 18.7%

13.1%

12.4%

8.7%

10.0%

5.1%

4.8% 1.9% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 13 Gambling exc. Lottery & S/C

Comparative Analysis by Channel Group, 2012

Comparative charts, Gambling exc. Lottery & S/C

Commercial channel viewing (Adults) Spots Impacts (Adults)

50.0%

45.7% 38.8%

40.0% 38.6%

30.0% 27.6%

25.9%

23.2%

20.6% 19.2%

20.0%

9.7%

9.0%

8.6%

8.6%

10.0% 6.3%

5.1%

3.0%

2.4%

2.3%

1.7%

1.5%

1.3% 1.0% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 14 Bingo

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 21k 368k 532k 2% Terrestrial % total spots 0.1% 1.1% 1.6% 0600-0929 5% 2% 10% 9% 8% Portfolio 0930-1659 Sports • The majority of Bingo commercials were shown during the 16% 49% 20% 1700-2059 daytime, with 69.2% of spots shown between 0600-1659 in 2012. Music • Almost half of all Bingo spots were shown across ‘Other’ 61% 8% 2100-2259 channels – although this share has fallen over the years as 11% Movies volume has increased across Music and the ‘Top 10 Other’ Commercial Spots Commercial Other - Top 10 channels. 2300-2959 Other

Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Person, 0600-0929 Terrestrial 2012 Portfolio

Adults 1.2bn 9.5bn 12.7bn, 1.3% 259 0930-1659 Sports ABC1 Adults 0.4bn 3.2bn 4.5bn, 1.2% 171 1700-2059 C2DE Adults 0.7bn 6.3bn 8.3bn, 1.4% 360 Music 4-15 87m 0.5bn 723m, 0.7% 85 2100-2259 Movies

10-15 51m 0.3bn 418m, 0.9% 101 2300-2959 Other - Top 10

Other • With the majority of spots broadcast during the daytime (0930-1659), the majority of exposure also takes place during this daypart Commercial ImpactsCommercial – although a greater proportion of impacts were seen between 1700-2059 compared with the proportion of spots shown during the slot. A lower proportion of Child Bingo impacts were seen during the daytime with a higher proportion seen between 1700-2300. • Almost half of all Bingo advertising seen by adult groups was on the Terrestrial channels, with a further fifth on the Portfolio channels – the overall share represented by PSB-owned channels fell between 2009 and 2012 as exposure across the ‘Other’ channels increased. The share of Child Bingo impacts seen across Music channels and ‘Other’ channels is considerably higher compared with Adults, while the share seen across the Terrestrial channels is lower

15 Bingo

Comparative Analysis by Daypart, 2012

Comparative charts, Bingo

Commercial channel viewing (Adults) Spots Impacts (Adults)

70.0%

60.6%

60.0% 55.6%

50.0%

40.0%

34.1%

28.2%

30.0% 27.2%

21.2%

20.0% 15.9%

12.4%

9.6% 8.8%

10.0% 8.6%

5.4%

5.1%

4.3% 3.2% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 16 Bingo

Comparative Analysis by Channel Group, 2012

Comparative charts, Bingo

Commercial channel viewing (Adults) Spots Impacts (Adults)

49.5% 49.4%

50.0% 38.6%

40.0%

30.0% 27.6%

23.6%

23.2%

20.2% 20.1%

20.0%

11.1%

7.8%

10.0% 7.5%

5.1%

3.0%

2.8%

2.3%

2.2%

1.8%

1.5%

1.5%

1.0% 0.3% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 17 Gambling Sports

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 3k 25k 91k 2% 1% Terrestrial 0600-0929 5% % total spots 0.0% 0.1% 0.3% 6% 9% Portfolio 0930-1659 20% 2% 1% Sports 1700-2059 • The majority of Gambling Sports spots were aired after 2300, 25% 42% 59% Music with 58.7% of spots shown during this slot in 2012 and a 29% further 25.4% between 2100-2259. 2100-2259 Movies • Sports channels accounted for the largest share of Gambling

Commercial Spots Commercial Other - Top 10 Sports spots, with this channel group representing 41.8% of 2300-2959 spots in 2012 – Music channels accounted for a further 29.2% Other of spots.

Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Person, Terrestrial 2012 0600-0929 Portfolio Adults 68m 2.1bn 3.8bn, 0.4% 78 0930-1659 ABC1 Adults 31m 1.0bn 1.8bn, 0.5% 69 Sports 1700-2059 C2DE Adults 37m 1.1bn 2.0bn, 0.3% 88 Music

4-15 6m 0.2bn 242m, 0.2% 29 2100-2259 Movies 10-15 3m 0.1bn 148m, 0.3% 36 2300-2959 Other - Top 10

Other

Commercial ImpactsCommercial • While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in 2012 - around two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot. Compared against Adults, a greater proportion of Children’s exposure to Gambling Sports advertising took place between 1700-2059. • With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of impacts – although this share fell between 2011 and 2012 as the proportion of impacts seen across the PSB portfolio and ‘Other’ channels increased. Music channels accounted 1.5% of Adult impacts (rising to 3.1% of Child Gambling Sports impacts) compared with 29.2% of spots.

18 Gambling Sports

Comparative Analysis by Daypart, 2012

Comparative charts, Gambling Sports

Commercial channel viewing (Adults) Spots Impacts (Adults)

70.0%

60.0% 58.7%

50.0%

40.0%

34.1%

34.0%

30.4%

30.0% 27.2%

25.4%

21.4% 21.2%

20.0%

13.8%

12.4%

8.5%

10.0% 5.7%

5.1%

1.7% 0.4% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 19 Gambling Sports

Comparative Analysis by Channel Group, 2012

Comparative charts, Gambling Sports

Commercial channel viewing (Adults) Spots Impacts (Adults)

50.0%

45.2%

41.8%

38.6%

40.0%

30.6%

29.2%

30.0% 27.6%

23.2%

19.7%

20.0%

11.4%

10.8%

10.0%

5.1%

5.1%

3.0%

2.2%

1.5%

1.5%

1.1%

1.0%

1.0%

0.5% 0.1% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 20 Online Casino & Poker

2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 0% Spots 4k 338k 411k 1% 0% 1% 5% Terrestrial

0600-0929 % total spots 0.0% 1.0% 1.2% Portfolio 20% 0930-1659 10% Sports • Since 2008, almost all OCP spots have been aired post-2100 47% 1700-2059 19% with the majority shown post-2300. Music • Between 2008-2012 the share of OCP spots shown across the 79% 2100-2259 12% Movies Sports channels fell as activity on the Music, Movie and ‘Top 10 8% Other’ channels increased– the greatest share was aired across Commercial Spots Commercial Other - Top 10 the ‘Other’ channels. 2300-2959 Other

Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Person, 0600-0929 Terrestrial 2012 Portfolio Adults 19m 3.7bn 5.9bn, 0.6% 121 0930-1659 ABC1 Adults 7m 1.5bn 2.4bn, 0.6% 91 Sports 1700-2059 C2DE Adults 12m 2.3bn 3.6bn, 0.6% 156 Music

4-15 1m 0.2bn 286m, 0.3% 34 2100-2259 Movies 10-15 1m 0.1bn 198m, 0.4% 48 2300-2959 Other - Top 10

Other Commercial ImpactsCommercial • While 20.4% of OCP spots were shown between 2100-2259 in 2012, over a third of impacts (and almost half of child impacts) were seen during this slot as a result of a higher proportion of viewing during this time, compared with viewing between 2300-2959. • In 2012, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots– a higher proportion of impacts was seen across the PSB-owned channels compared with spot distribution and this share increased between 2011 and 2012. The PSB-owned channels accounted for a smaller proportion of Child OCP impacts in 2012 compared against Adults as the Music channels represented a higher share.

21 Online Casino & Poker

Comparative Analysis by Daypart, 2012

Comparative charts, Online Casino & Poker

Commercial channel viewing (Adults) Spots Impacts (Adults)

90.0%

80.0% 79.0%

70.0% 61.3%

60.0%

50.0%

40.0% 38.2%

34.1%

27.2%

30.0%

21.2% 20.4%

20.0%

12.4%

10.0% 5.1%

0.5%

0.2%

0.1%

0.1% 0.1% 0.0% 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Source: BARB/Nielsen Monitor. 22 Online Casino & Poker

Comparative Analysis by Channel Group, 2012

Comparative charts, Online Casino & Poker

Commercial channel viewing (Adults) Spots Impacts (Adults)

60.0%

50.0% 46.7%

40.1% 38.6%

40.0%

30.0% 27.6%

23.2%

22.7%

21.2%

19.2%

20.0%

11.6%

9.5%

7.6%

10.0% 7.0%

5.1%

4.7%

3.3%

3.3%

3.0%

2.3%

1.5%

1.0% 0.7% 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling)

Source: BARB/Nielsen Monitor. 23 Viewing trends

24 Summary

Viewing Trends Total TV viewing

• In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults.

• The split in viewing among Adults, by daypart, remained fairly stable over the analysis period with two-thirds of viewing taking place pre-2100. • Compared with Adults the share of viewing taking place between 0930-1700 has consistently been lower among ABC1 Adults and higher between 1700-2300. • Daytime viewing between 0930-1700 has been notably higher among C2DE Adults compared against ABC1 Adults, with viewing during this slot accounting for 27.9% and 23.3% of 2012 viewing respectively.

• In 2012, 80.7% of Children’s viewing took place pre-2100 – this split in viewing pre and post-2100 remained fairly steady between 2005 and 2012. • In comparison, the share of viewing taking place pre-2100 fell to 73.0%, in 2012, among older children – and the proportion of viewing taking place post-2300 increased from 7.4% in 2005 to 8.7% in 2012.

25 Summary

Viewing Trends Total TV viewing

• In 2012, commercial channels accounted for 66.2% of Adult viewing, up marginally from 64.0% in 2005. • Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in 2012. • Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up from 65.7% in 2005.

• The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012. • A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels.

• The split between commercial and non-commercial viewing, by adult demographics, varies across the day with BBC channels accounting for above-average shares during the morning and early evening.

• There is less variation in the split between commercial and non-commercial viewing among Children, with BBC channels accounting for marginally higher shares during breakfast, 2000-2100 and post- 2300.

26 In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults

Average hours of viewing: Total TV, 2005-2013

6 5.1 5.2 5.2 Adults 4.6 5 4.5 4.5 4.5 4.6 4.3 4.3 4.3 4.0 4.0 3.9 3.9 3.9 Adults ABC1 4 3.4 3.5 3.5 3.5 3.3 3.2 3.3 3.4

3 Adults C2DE 2.5 2.5 2.4 2.3 2.2 2.2 2.3 2.3 2.3 2.2 2.4 2.4 2 2.2 2.4

2.2 2.2 Children 4-15 Average hours/day Average 1 Children 10-15 0 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 27 The split in viewing among Adults by daypart remained fairly stable over the analysis period with two-thirds of viewing taking place pre- 2100 Share of viewing by daypart: Total TV, Adults

3.9 3.9 3.9 4.0 4.0 4.3 4.3 4.3 Avg hrs/day

100% 11.7% 11.4% 11.2% 11.2% 11.4% 11.5% 11.7% 11.6% , % , 90% 2300-3000 80% 21.5% 21.7% 21.6% 21.1% 21.2% 20.8% 21.0% 21.0%

daypart 70% 2100-2300 60%

50% 36.8% 36.6% 36.7% 36.5% 36.1% 35.6% 35.2% 35.4% 1700-2100 40% 30% 0930-1700

20% 24.6% 24.8% 24.9% 25.7% 25.6% 26.0% 25.8% 25.9%

Share of viewing by viewing of Share 10% 0600-0930 0% 5.5% 5.4% 5.5% 5.6% 5.7% 6.1% 6.3% 6.1% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 28 Compared with Adults the share of viewing taking place between 0930-1700 has consistently been lower among ABC1 Adults and higher between 1700-2300 Share of viewing by daypart: Total TV, ABC1 Adults

3.3 3.2 3.3 3.4 3.4 3.5 3.5 3.5 Avg hrs/day

100% 11.9% 11.8% 11.3% 11.2% 11.4% 11.0% 11.2% 11.0% , % , 90% 2300-3000 80% 24.0% 24.3% 24.2% 23.4% 23.5% 23.4% 23.7% 23.4%

daypart 70% 2100-2300 60% 50% 1700-2100 36.9% 36.7% 37.0% 36.7% 36.4% 36.5% 35.9% 36.3% 40% 30% 0930-1700 20% 21.9% 21.9% 22.0% 23.1% 23.0% 23.2% 23.0% 23.3%

Share of viewing by viewing of Share 10% 0600-0930 0% 5.3% 5.4% 5.5% 5.6% 5.7% 6.0% 6.2% 6.0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 29 Daytime viewing between 0930-1700 has been notably higher among C2DE Adults compared against ABC1 Adults, with viewing during this slot accounting for 27.9% and 23.3% of 2012 viewing respectively Share of viewing by daypart: Total TV, C2DE Adults

4.5 4.5 4.5 4.6 4.6 5.1 5.2 5.2 Avg hrs/day

100% 11.5% 11.2% 11.2% 11.2% 11.3% 11.9% 12.1% 12.1% , % , 90% 2300-3000 80% 19.8% 19.8% 19.7% 19.3% 19.5% 18.9% 19.0% 19.0%

daypart 70% 2100-2300 60% 50% 36.7% 36.6% 36.5% 36.3% 35.9% 35.0% 34.7% 34.8% 1700-2100 40% 30% 0930-1700 20% 26.5% 27.0% 27.0% 27.6% 27.6% 28.1% 27.9% 27.9%

Share of viewing by viewing of Share 10% 0600-0930 0% 5.6% 5.5% 5.6% 5.6% 5.7% 6.1% 6.4% 6.2% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 30 In 2012, 80.7% of children’s viewing took place pre-2100 – this split in viewing pre and post-2100 remained fairly steady between 2005 and 2012 Share of viewing by daypart: Total TV, Children 4-15

2.3 2.2 2.2 2.3 2.3 2.5 2.5 2.4 Avg hrs/day

100% 5.6% 5.8% 5.4% 5.1% 5.2% 6.1% 6.0% 5.9%

, % , 90% 14.0% 13.6% 13.5% 13.1% 13.4% 14.2% 13.9% 13.4% 2300-3000 80%

daypart 70% 2100-2300 60% 39.4% 39.7% 39.9% 39.5% 39.7% 38.5% 38.5% 39.1% 50% 1700-2100 40% 30% 0930-1700 30.1% 30.4% 30.6% 31.4% 31.2% 30.9% 30.9% 31.1% 20%

Share of viewing by viewing of Share 10% 0600-0930 10.9% 10.6% 10.6% 10.8% 10.5% 10.2% 10.6% 10.5% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 31 In comparison, the share of viewing taking place pre-2100 fell to 73.0%, in 2012, among older children – and the proportion of viewing taking place post-2300 increased from 7.4% in 2005 to 8.7% in 2012 Share of viewing by daypart: Total TV, Children 10-15

2.3 2.2 2.2 2.2 2.2 2.4 2.4 2.4 Avg hrs/day

100% 7.4% 8.0% 7.3% 7.0% 7.1% 8.5% 8.6% 8.7% , % , 90% 2300-3000 18.4% 17.9% 17.3% 17.6% 80% 18.0% 18.8% 18.7% 18.4%

daypart 70% 2100-2300 60% 40.0% 39.7% 40.0% 40.2% 40.5% 39.0% 39.1% 39.7% 50% 1700-2100 40% 30% 0930-1700 20% 26.9% 27.1% 27.3% 27.7% 27.5% 26.8% 26.5% 26.6%

Share of viewing by viewing of Share 10% 0600-0930 7.3% 7.2% 7.5% 7.8% 7.3% 6.9% 7.1% 0% 6.7% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 32 In 2012, commercial channels accounted for 66.2% of Adult viewing, up marginally from 64.0% in 2005

Share of viewing: Commercial vs Non-commercial, Adults

3.9 3.9 3.9 4.0 4.0 4.3 4.3 4.3 Avg hrs/day 100% 90% 80% 36.0% 35.3% 34.6% 34.3% 33.5% 33.4% 33.5% 33.8% 70% Non-commercial 60% 50% 40% Commercial

30% 64.0% 64.7% 65.4% 65.7% 66.5% 66.6% 66.5% 66.2% Share of viewing, % viewing, of Share 20% 10% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 33 Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in 2012

Share of viewing: Commercial vs Non-commercial, Adults ABC1

3.3 3.2 3.3 3.4 3.4 3.5 3.5 3.5 Avg hrs/day 100% 90% 80% 38.3% 37.5% 37.3% 37.3% 36.8% 37.3% 37.6% 38.5% 70% Non-commercial 60% 50% 40% Commercial

30% 61.7% 62.5% 62.7% 62.7% 63.2% 62.7% 62.4% 61.5% Share of viewing, % viewing, of Share 20% 10% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 34 Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up from 65.7% in 2005

Share of viewing: Commercial vs Non-commercial, Adults C2DE

4.5 4.5 4.5 4.6 4.6 5.1 5.2 5.2 Avg hrs/day 100% 90%

32.7% 32.1% 30.9% 30.6% 30.5% 30.2% 80% 34.3% 33.6% 70% Non-commercial 60% 50% 40% Commercial 67.3% 67.9% 69.1% 69.4% 69.5% 69.8%

30% 65.7% 66.4% Share of viewing, % viewing, of Share 20% 10% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 35 The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012

Share of viewing: Commercial vs Non-commercial, Children 4-15

2.3 2.2 2.2 2.3 2.3 2.5 2.5 2.4 Avg hrs/day 100% 90% 28.4% 27.1% 28.4% 26.2% 24.9% 27.6% 27.4% 26.6% 80% 70% Non-commercial 60% 50% 40% Commercial 71.6% 72.9% 71.6% 73.8% 75.1% 72.4% 72.6% 73.4%

30% Share of viewing, % viewing, of Share 20% 10% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 36 A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels Share of viewing: Commercial vs Non-commercial, Children 10-15

2.3 2.2 2.2 2.2 2.2 2.4 2.4 2.4 Avg hrs/day 100% 90% 26.6% 25.7% 27.0% 25.2% 23.0% 25.9% 25.8% 25.2% 80% 70% Non-commercial 60% 50% 40% Commercial 73.4% 74.3% 73.0% 74.8% 77.0% 74.1% 74.2% 74.8%

30% Share of viewing, % viewing, of Share 20% 10% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 37 The proportion of viewing represented by commercial channels, in 2012, ranged from 61.5% among ABC1 Adults to 74.8% among older children Share of viewing: Commercial vs Non-commercial, 2012

4.3 3.5 5.2 2.4 2.4 Avg hrs/day 100% 90% 26.6% 25.2%

30.2% 80% 33.8% 38.5% 70% Non-commercial 60% 50% 40% Commercial 69.8% 73.4% 74.8%

30% 66.2% 61.5% Share of viewing, % viewing, of Share 20% 10% 0% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 38 The split in Adult viewing between commercial and non-commercial channels varies across the day with BBC channels accounting for above-average shares during the morning and early evening Share of viewing by hour: Commercial vs Non-commercial, Adults, 2012

Commercial Non-commercial Average mins of viewing/hour 100% 35 90% 23.3% 25.0% 26.3% 25.8% 27.9% 27.8% 28.5% 29.9% 31.5% 32.3% 33.4% 32.8% 30.8% 33.8% 30 34.9% 35.9% 35.1% Average minutes/hour 37.6% 36.1% 36.4% 39.5% 36.6% 80% 45.4% 48.3% 45.7% 70% 25 60% 20 50% 15 40% 76.7% 72.1% 75.0% 72.2% 73.7% 74.2% 71.5% 68.5% 67.7% 69.2% 70.1% 65.1% 64.1% 66.6% 67.2% 64.9% 66.2% 30% 62.4% 63.9% 63.6% 60.5% 63.4% 54.6% 54.3% 10 Share of viewing, % viewing, of Share 51.7% 20% 5

10%

0% 0

07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

------

Whole Day Whole

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Non-commercial = All BBC channels. 39 The proportion of viewing among ABC1 Adults accounted for by commercial channels increases to above-average levels during the afternoon and post-2300 Share of viewing by hour: Commercial vs Non-commercial, Adults ABC1, 2012

Commercial Non-commercial Average mins of viewing/hour 100% 30 90% 26.4% 27.5% 28.9% 28.0% 29.9% 33.6% 30.9% 31.7% 31.3% 36.0% 25 Average minutes/hour 38.8% 38.7% 39.6% 38.2% 39.2% 36.3% 36.1% 38.5% 80% 42.8% 40.9% 40.4% 46.4% 53.1% 52.1% 70% 55.1% 20 60% 50% 15 40% 73.6% 72.5% 71.1% 72.0% 70.1% 66.4% 69.1% 68.3% 68.8% 10 61.2% 61.3% 64.0% 61.8% 60.8% 63.7% 63.9% 61.5% 30% 57.2% 60.4% 59.1% 59.6% 53.6% Share of viewing, % viewing, of Share 47.9% 46.9% 20% 44.9% 5

10%

0% 0

07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

------

Whole Day Whole

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Non-commercial = All BBC channels. 40 BBC channels represent above-average shares of viewing among C2DE Adults during the early morning and daytime with commercial channels dominating during the rest of the day Share of viewing by hour: Commercial vs Non-commercial, Adults C2DE, 2012

Commercial Non-commercial Average mins of viewing/hour 100% 35

90% 21.4% 25.9% 23.3% 26.7% 26.4% 25.0% 24.5% 24.1% 30.2% 29.7% 28.9% 27.8% 29.8% 30.2% 30 32.4% 34.2% 34.1% 31.9% 33.1% 34.2% 34.4% 34.5% Average minutes/hour 39.8% 80% 42.8% 40.8% 70% 25 60% 20 50% 15 40% 78.6% 74.1% 76.8% 73.6% 75.0% 75.5% 75.9% 69.8% 70.3% 71.1% 73.3% 72.2% 70.2% 69.8% 65.6% 67.6% 65.5% 65.8% 65.9% 68.1% 66.9% 65.8%

30% 60.2% 57.2% 59.2% 10 Share of viewing, % viewing, of Share 20% 5

10%

0% 0

07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

------

Whole Day Whole

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Non-commercial = All BBC channels. 41 There is less variation in the split between commercial and non- commercial viewing among Children, with BBC channels accounting for marginally higher shares during breakfast, 2000-2100 and post-2300 Share of viewing by hour: Commercial vs Non-commercial, Children 4-15, 2012

Commercial Non-commercial Average mins of viewing/hour 100% 16

16.7% 90% 23.1% 24.3% 24.2% 24.3% 24.8% 23.4% 24.0% 23.8% 23.8% 22.2% 27.9% 27.1% 26.0% 26.7% 27.1% 26.7% 28.8% 26.7% 26.6% 14

32.6% 32.0% 29.7% 29.9% 30.6% Average minutes/hour

80% 12 70% 60% 10 50% 8

83.3% 40% 76.9% 75.7% 75.8% 75.7% 75.2% 76.6% 76.0% 76.2% 76.2% 77.8% 72.1% 72.9% 74.0% 73.3% 72.9% 73.3% 71.2% 73.3% 73.4% 6 67.4% 68.0% 70.3% 70.1% 69.4% 30% Share of viewing, % viewing, of Share 4 20%

10% 2

0% 0

07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

------

Whole Day Whole

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Non-commercial = All BBC channels. 42 Similar patterns are noted among Children aged 10-15

Share of viewing by hour: Commercial vs Non-commercial, Children 10-15, 2012

Commercial Non-commercial Average mins of viewing/hour 100% 18

17.6% 16.1% 90% 20.7% 20.8% 22.0% 22.0% 21.4% 24.6% 23.7% 22.7% 23.0% 23.9% 25.0% 25.6% 25.2% 16 27.8% 26.1% 29.2% 27.7% 27.0%

30.0% 31.5% 30.0% 32.3% 33.2% Average minutes/hour 80% 14 70% 12 60% 10 50% 8 82.4% 83.9% 40% 79.3% 79.2% 78.0% 78.0% 78.6% 75.4% 76.3% 77.3% 77.0% 76.1% 75.0% 74.4% 74.8% 72.2% 73.9% 70.8% 72.3% 73.0% 70.0% 68.5% 70.0% 67.7% 66.8% 6

30% Share of viewing, % viewing, of Share 20% 4

10% 2

0% 0

07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

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Whole Day Whole

06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Non-commercial = All BBC channels. 43 Summary

Viewing Trends Commercial channel viewing – by daypart

• The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children.

• In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15.

• 66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – the share of viewing by daypart remained fairly stable over the analysis period. • Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing (23.4%) taking place between 2100-2300 compared with all Adults(21.2%). • Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 (33.9% vs. 30.0%) and post-2300(12.8% vs. 11.9%).

• As with viewing across all channels, 80.2% of Children’s viewing to commercial channels took place pre-2100 in 2012. • Over a quarter of viewing to commercial channels among older children took place post-2100 in 2012 – this share remained relatively stable over the analysis period.

44 The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children

Average hours of viewing: Commercial channels, 2005-2012

4 3.6 3.6 3.6 Adults 3.1 3.2 3.0 3.0 3.0

2.9 2.9 2.8

3 2.6 2.7 2.5 2.5 2.5 Adults ABC1 2.2 2.2 2.2 2.0 2.0 2.0 2.1 2.2 2 1.7 1.7 1.8 1.8 1.7 Adults C2DE 1.6 1.6 1.6 1.7 1.8 1.8 1.8 1.7 1.6 1.6 1.7 Children 4-15 Average hours/day Average 1

Children 10-15 0 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 45 In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15 Average minutes of viewing per hour: Commercial channels, 2012 25

Adults 20

Adults ABC1 15

Adults C2DE 10

Children 4-15

Average minutes/hour Average 5

Children 10-15

0

07:00 20:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00 30:00

------

06:00 06:00 19:00 07:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 20:00 21:00 22:00 23:00 24:00 25:00 26:00 27:00 28:00 29:00

Source: BARB/Infosys+. Analysis excludes all BBC channels. 46 66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – share of viewing by daypart remained fairly stable over the analysis period Share of viewing by daypart: Commercial channels, Adults

2.5 2.5 2.5 2.6 2.7 2.9 2.9 2.8 Avg hrs/day

100% 12.9% 12.5% 12.2% 12.2% 12.3% 12.5% 12.6% 12.4% , % , 90% 2300-3000 80% 22.6% 22.2% 21.9% 21.2% 21.5% 21.1% 21.3% 21.2%

daypart 70% 2100-2300 60% 50% 35.5% 35.3% 35.7% 35.5% 35.0% 34.4% 34.2% 34.1% 1700-2100 40% 30% 0930-1700

20% 23.9% 24.9% 25.3% 26.2% 26.4% 27.0% 26.7% 27.2%

Share of viewing by viewing of Share 10% 0600-0930 0% 5.1% 5.0% 5.0% 4.9% 4.8% 5.0% 5.1% 5.1% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 47 Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing taking place between 2100-2300 compared with Adults Share of viewing by daypart: Commercial channels, ABC1 Adults

2.0 2.0 2.0 2.1 2.2 2.2 2.2 2.2 Avg hrs/day

100% 13.2% 12.8% 12.2% 12.3% 12.5% 12.0% 12.2% 11.9% , % , 90% 2300-3000 80% 24.7% 24.6% 24.2% 23.1% 23.2% 23.3% 23.6% 23.4%

daypart 70% 2100-2300 60%

50% 34.7% 1700-2100 35.2% 35.1% 35.7% 35.4% 35.1% 35.1% 34.7% 40% 30% 0930-1700 20% 22.0% 22.7% 23.1% 24.3% 24.4% 25.0% 24.8% 25.3%

Share of viewing by viewing of Share 10% 0600-0930 0% 4.9% 4.9% 4.8% 4.8% 4.7% 4.6% 4.7% 4.7% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 48 Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 and post-2300 Share of viewing by daypart: Commercial channels, C2DE Adults

3.0 3.0 3.0 3.1 3.2 3.6 3.6 3.6 Avg hrs/day

100% 12.7% 12.3% 12.2% 12.1% 12.2% 12.8% 12.9% 12.8% , % , 90% 2300-3000 80% 21.1% 20.6% 20.3% 19.9% 20.2% 19.7% 19.8% 19.6%

daypart 70% 2100-2300 60%

50% 35.6% 35.5% 35.7% 35.5% 34.9% 34.0% 33.8% 33.7% 1700-2100 40% 30% 0930-1700

20% 25.3% 26.5% 26.7% 27.6% 27.8% 28.2% 28.0% 28.6%

Share of viewing by viewing of Share 10% 0600-0930 0% 5.3% 5.1% 5.1% 5.0% 4.9% 5.2% 5.4% 5.3% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 49 As with viewing across all channels, 80.2% of Children’s viewing to commercial channels took place pre-2100 in 2012

Share of viewing by daypart: Commercial channels, Children 4-15

1.6 1.6 1.6 1.7 1.7 1.8 1.8 1.7 Avg hrs/day

100% 6.1% 6.3% 5.8% 5.5% 5.4% 6.4% 5.9% 5.8%

, % , 90% 15.0% 14.3% 14.3% 13.7% 14.0% 15.0% 14.7% 14.0% 2300-3000 80%

daypart 70% 2100-2300 60% 39.2% 39.1% 39.7% 39.7% 39.7% 38.8% 39.1% 39.3% 50% 1700-2100 40% 30% 0930-1700 29.5% 30.0% 30.3% 31.2% 31.2% 30.5% 30.5% 31.1% 20%

Share of viewing by viewing of Share 10% 0600-0930 10.2% 10.2% 10.0% 9.9% 9.7% 9.2% 9.7% 9.8% 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 50 Over a quarter of viewing to commercial channels among older children took place post-2100 in 2012 – this share remained relatively stable over the analysis period Share of viewing by daypart: Commercial channels, Children 10-15

1.7 1.6 1.6 1.7 1.7 1.8 1.8 1.8 Avg hrs/day

100% 7.9% 8.5% 7.6% 7.3% 7.0% 8.5% 8.0% 8.0% , % , 90% 2300-3000 17.5% 17.8% 80% 19.3% 18.4% 18.3% 19.2% 19.0% 18.6%

daypart 70% 2100-2300 60% 38.7% 38.6% 39.3% 40.0% 40.2% 38.9% 39.4% 39.6% 50% 1700-2100 40% 30% 0930-1700 20% 27.1% 27.3% 27.8% 28.0% 28.2% 27.4% 27.2% 27.5%

Share of viewing by viewing of Share 10% 0600-0930 7.1% 7.1% 7.1% 7.2% 6.8% 0% 6.0% 6.3% 6.3% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 51 In 2012, C2DE Adults watched more than double the amount of commercial television than Children – almost a fifth of children’s viewing took place post-2100 Share of viewing by daypart: Commercial channels, 2012

2.8 2.2 3.6 1.7 1.8 Avg hrs/day

100% 5.8% 12.4% 11.9% 12.8% 8.0% , % , 90% 14.0% 2300-3000 80% 18.6% 21.2% 23.4% 19.6%

daypart 70% 2100-2300 60% 39.3% 39.6% 33.7% 50% 34.1% 34.7% 1700-2100 40% 30% 0930-1700 31.1% 20% 27.2% 25.3% 28.6% 27.5%

Share of viewing by viewing of Share 10% 0600-0930 9.8% 0% 5.1% 4.7% 5.3% 6.3% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 52 Summary

Viewing Trends Commercial channel viewing – by channel group

• The PSB- owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching ‘Other’ and Music channels.

• Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 60.1% in 2005 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 6.1% to 23.2%. ‘Other’ channels also saw an increase in share and in 2012 the ‘Other Top 10’ channels accounted for 1% of viewing. • Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.2% of viewing in 2012 – compared with 63.5% in 2005. Viewing to Sports channels was marginally higher among ABC1s than All Adults. • The PSB-owned channels represented 63.0% of commercial channel viewing among C2DE Adults in 2012, down from 68.1% in 2005. Compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports channels has been lower.

• While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 42.5%, in 2012, compared with 61.8% among Adults. ‘Other’ channels accounted for the greatest proportion of children’s viewing. • Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children. The PSB-owned channels accounted for 45.9% of viewing in 2012, down from 49.2% in 2005. 53 Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 60.1% in 2005 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 6.1% to 23.2% - ‘Other’ channels also saw an increase in share and in 2012 the ‘Other Top 10’ accounted for 1% of viewing Share of viewing by channel group: Commercial channels, Adults

2.5 2.5 2.5 2.6 2.7 2.9 2.9 2.8 Avg hrs/day 100% Other - All other 90% 23.7% 25.2% 25.9% 26.3% 27.4% 28.4% 27.0% 27.6% 80% Other - Top 10 3.1% 3.3% 3.0% (Gambling) 70% 2.1% 1.8% 1.7% 1.6%2.9% 2.9% 2.7% 2.9% 3.0% 4.4% 4.4% 4.8% 4.7% 1.8% 1.4% 1.6% 1.5% Movies 6.1% 5.1% 4.9% 5.1% 5.1% 60% 9.2% 12.5% 15.5% 16.9% 50% 18.9% 21.8% 23.2% Music 40% Sports 30% 60.1% 55.5% 51.7% 48.4% 45.5% 20% 43.0% 40.7% 38.6% Commercial PSB Portfolio 10% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 54 Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.2% of viewing in 2012, compared with 63.5% in 2005 - viewing to Sports channels was marginally higher among ABC1s than All Adults Share of viewing by channel group: Commercial channels, ABC1 Adults

2.0 2.0 2.0 2.1 2.2 2.2 2.2 2.2 Avg hrs/day 100% Other - All other 90% 24.9% 26.7% 27.7% 28.9% 29.3% 28.8% 27.9% 27.9% 80% Other - Top 10 3.5% (Gambling) 70% 2.2% 3.6% 3.3% 3.3% 2.8% 3.1% 2.9% 5.5% 1.9% 1.8% 1.7% 1.7%3.3% 1.5% 1.6% 1.5% Movies 5.6% 5.9% 5.9% 6.0% 6.8% 6.6% 60% 6.8% 6.4% 9.8% 12.4% 14.9% 50% 16.2% 17.8% 19.9% 21.8% Music 40% Sports 30% 56.7% 51.9% 48.5% 44.9% 20% 42.7% 42.4% 39.8% 38.4% Commercial PSB Portfolio 10% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 55 The PSB-owned channels represented 63.0% of commercial channel viewing among C2DE Adults in 2012 down from 68.1% in 2005 - compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports channels has been lower Share of viewing by channel group: Commercial channels, C2DE Adults

3.0 3.0 3.0 3.1 3.2 3.6 3.6 3.6 Avg hrs/day 100% Other - All other 90% 22.9% 24.3% 24.6% 24.6% 26.1% 28.1% 26.4% 27.3% 80% Other - Top 10 2.8% (Gambling) 2.0% 1.8%3.1% 1.7%2.8% 1.6%2.6% 2.7% 2.8% 70% 3.6% 3.6% 4.1% 4.0% 1.8% 1.4%2.7% 1.6% 1.6%3.0% 5.7% 4.1% 4.1% 3.9% 4.0% Movies 8.8% 60% 12.5% 15.9% 17.4% 50% 19.6% 23.1% 24.2% Music 40% Sports 30% 62.4% 57.9% 53.9% 50.8% 47.4% 20% 43.4% 41.3% 38.8% Commercial PSB Portfolio 10% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 56 While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 42.5%, in 2012, compared with 61.8% among Adults - ‘Other’ channels accounted for the greatest proportion of children’s viewing Share of viewing by channel group: Commercial channels, Children 4-15

1.6 1.6 1.6 1.7 1.7 1.8 1.8 1.7 Avg hrs/day 100% Other - All other 90% Other - Top 10 80% 42.3% 44.3% 44.9% 46.2% 46.1% 46.8% 46.1% 47.6% (Gambling) 70% Movies 60% 4.1% 4.2% 3.5% 3.2% 3.0% 2.8% 3.1% 50% 4.0% 3.5% 3.1% 2.9% 3.2% 2.6% 2.9% 3.5% Music 3.6% 3.5% 3.6% 3.3% 3.1% 3.0% 3.3% 2.8% 5.1% 3.1% 40% 8.5% 11.6% 14.3% 16.1% 16.4% 17.4% 18.4% Sports 30% 20% 40.5% Commercial PSB 35.7% 32.9% 29.8% 28.2% 28.2% 26.6% Portfolio 10% 24.1% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 57 Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children – PSB-owned channels accounted for 45.9% of viewing in 2012, down from 49.2% in 2005

Share of viewing by channel group: Commercial channels, Children 10-15

1.7 1.6 1.6 1.7 1.7 1.8 1.8 1.8 Avg hrs/day 100% Other - All other 90% 36.2% 80% 37.9% 37.9% 39.1% 39.2% 41.0% 39.6% 42.3% Other - Top 10 (Gambling) 70% Movies 4.9% 4.2% 60% 4.6% 3.6% 3.3% 3.1% 3.4% 5.3% 4.5% 4.2% 4.1% 4.5% 3.6% 4.1% 3.6% 50% 4.0% 4.0% 4.1% 3.8% 3.4% 3.6% 4.0% 3.8% Music 5.9% 3.8% 9.4% 12.9% 40% 16.3% 18.0% 18.4% 19.6% 20.4% Sports 30% 43.3% 20% 39.2% 36.5% Commercial PSB 32.9% 31.2% 29.9% 28.8% Portfolio 10% 25.5% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% 2005 2006 2007 2008 2009 2010 2011 2012

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 58 The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching ‘Other’ and Music channels – the ‘Other Top 10’ accounted for around 1% of viewing Share of viewing by channel group: Commercial channels, 2012

100% Other - All other

, % , 90% 27.6% 27.9% 27.3% Other - Top 10 80% 42.3% 47.6% (Gambling)

daypart 70% 1.5%3.0% 1.5%2.9% 1.6%3.0% Movies 5.1% 6.6% 4.0% 60% 3.6% 23.2% 24.2% 3.5% 3.8% Music 50% 21.8% 2.8% 3.8% 3.1% 40% 20.4% Sports 30% 18.4% 20% 38.6% 38.4% 38.8% Commercial PSB 24.1% 25.5% Portfolio Share of viewing by viewing of Share 10% Terrestrial Commercial 0% Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 59 Summary

Viewing Trends Top 50 Sports Programmes, 2012

• The following charts look at the top 50 sports programmes in 2012 ranked by the average programme audience by demographic group.

• The programme index shown is based on comparing the programme rating for the respective demographic against the rating for All Individuals.

• For each programme, the index for Children aged 10-15 (against All Individuals) is also shown.

• The analysis shows: – the majority of top rating programming consists of football coverage. – there are no programmes listed with a conversion index of 120 or more among Children aged 10-15. – some programmes have a conversion index of 120 or more among C2DE Adults (and to a lesser extent among ABC1 Adults).

60 Top 50 Sports Programmes: Adults, 2012

Adults Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 14,871 108 68 UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 11,205 105 72 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 8,843 110 59 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 8,220 107 68 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 7,725 110 58 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 7,636 108 67 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 7,308 110 57 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 7,166 110 63 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 7,090 109 69 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 6,900 108 71 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 6,757 106 66 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 6,720 106 71 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 6,367 110 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 6,289 106 85 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 6,031 110 58 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 6,009 110 48 PARALYMPICS 2012: CLOSING CEREMONY CH4 09/09/2012 19:00 23:11 Sport: Special Events 5,720 111 52 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 5,564 108 65 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 5,513 108 64 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 5,437 108 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 5,348 111 42 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/2012 19:29 22:11 Sport: Football International 5,343 111 55 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 5,226 107 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 5,094 109 60 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 5,081 106 66 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 5,053 109 56 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 5,010 109 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 4,982 109 53 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 4,739 109 52 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 4,728 109 56 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 4,692 109 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 4,665 110 47 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/2012 19:29 21:57 Sport: Football Domestic 4,572 110 59 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 4,453 109 55 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 4,440 108 66 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 4,363 108 61 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/2012 19:29 21:57 Sport: Football Domestic 4,356 110 55 UEFA EURO 2012 POR V NED POST MATCH ITV (SD+HD) 17/06/2012 21:40 21:56 Sport: Football International 4,334 111 53 FA CUP ITV (SD+HD) 18/02/2012 16:50 19:19 Sport: Football Domestic 4,295 110 42 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 4,284 108 60 UEFA EURO 2012 GER V GRE POST MATCH ITV (SD+HD) 22/06/2012 21:42 21:57 Sport: Football International 4,240 110 65 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 4,176 108 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/2012 19:29 21:57 Sport: Football Domestic 3,996 110 56 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 16/10/2012 19:29 21:05 Sport: Football International 3,951 110 51 UEFA EURO 2012 MATCH GRE V CZE ITV (SD+HD) 12/06/2012 16:58 18:51 Sport: Football International 3,947 108 64 UEFA EURO 2012 SPA V IRE POST MATCH ITV (SD+HD) 14/06/2012 21:39 21:56 Sport: Football International 3,935 109 66 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 3,931 106 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/2012 15:28 18:10 Sport: Football International 3,827 110 48 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/2012 19:29 22:10 Sport: Football Domestic 3,790 110 45 UEFA EURO 2012 POL V RUS PRE MATCH ITV (SD+HD) 12/06/2012 19:19 19:42 Sport: Football International 3,752 110 55 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 61 Top 50 Sports Programmes: Adults ABC1, 2012 Adults ABC1 Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 7,683 105 68 UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 5,407 95 72 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 4,780 112 59 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 4,410 108 68 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 4,239 120 57 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 4,142 111 58 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 4,006 107 67 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 3,869 112 63 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 3,552 103 69 PARALYMPICS 2012: CLOSING CEREMONY CH4 09/09/2012 19:00 23:11 Sport: Special Events 3,511 128 52 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 3,448 102 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 3,341 99 71 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 3,225 96 71 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 3,177 101 85 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 3,002 98 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 2,941 101 58 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 2,898 100 48 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 2,786 102 64 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 11/09/2012 19:29 22:11 Sport: Football International 2,659 104 55 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 2,638 102 63 UEFA EURO 2012 POR V NED POST MATCH ITV (SD+HD) 17/06/2012 21:40 21:56 Sport: Football International 2,541 123 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 2,534 99 42 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 2,523 99 66 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 2,474 99 60 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 2,468 92 59 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 2,398 88 65 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 2,392 104 52 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 2,352 97 55 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 2,345 108 55 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 2,261 98 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 2,257 93 53 UEFA EURO 2012 GER V GRE POST MATCH ITV (SD+HD) 22/06/2012 21:42 21:57 Sport: Football International 2,245 110 65 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 2,243 107 60 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 2,216 90 56 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 2,180 100 66 UEFA EURO 2012 SPA V IRE POST MATCH ITV (SD+HD) 14/06/2012 21:39 21:56 Sport: Football International 2,116 111 66 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 2,103 92 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/2012 19:29 21:57 Sport: Football Domestic 2,101 95 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 2,095 93 47 PARALYMPICS 2012 CH4 06/09/2012 19:29 23:02 Sport: Special Events 2,000 128 39 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/2012 19:29 21:57 Sport: Football Domestic 1,999 95 55 FA CUP ITV (SD+HD) 18/02/2012 16:50 19:19 Sport: Football Domestic 1,944 94 42 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIER ITV (SD+HD) 16/10/2012 19:29 21:05 Sport: Football International 1,927 101 51 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 1,918 98 63 PARALYMPICS 2012 CH4 02/09/2012 18:59 22:46 Sport: Special Events 1,908 129 54 UEFA EURO 2012 IRL V CRO POST MATCH ITV (SD+HD) 10/06/2012 21:44 21:59 Sport: Football International 1,874 113 60 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/2012 19:29 22:10 Sport: Football Domestic 1,841 101 45 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 1,827 89 64 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 1,794 84 61 UEFA EURO 2012 POL V RUS POST MATCH ITV (SD+HD) 12/06/2012 21:41 21:57 Sport: Football International 1,740 101 50 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 62 Top 50 Sports Programmes: Adults C2DE, 2012

Adults C2DE Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 7,187 111 68 UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 5,799 115 72 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 4,063 108 59 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 3,810 106 68 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 3,630 110 67 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 3,583 108 58 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 3,559 119 71 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 3,537 115 69 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 3,495 117 71 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 3,366 124 57 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 3,309 111 66 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 3,296 108 63 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 3,166 131 65 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 3,112 112 85 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 3,111 122 48 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 3,090 120 58 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 3,069 99 57 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 2,969 125 59 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 2,837 130 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 2,813 125 42 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 2,727 113 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 2,725 127 53 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/2012 19:29 22:11 Sport: Football International 2,684 119 55 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 2,658 123 55 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 2,620 119 60 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 2,589 128 63 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 2,588 113 63 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 2,570 129 47 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 2,570 135 61 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 2,559 114 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/2012 19:29 21:57 Sport: Football Domestic 2,470 127 59 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 2,467 121 56 UEFA EURO 2012 MATCH GRE V CZE ITV (SD+HD) 12/06/2012 16:58 18:51 Sport: Football International 2,368 138 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/2012 19:29 21:57 Sport: Football Domestic 2,357 127 55 FA CUP ITV (SD+HD) 18/02/2012 16:50 19:19 Sport: Football Domestic 2,351 128 42 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 2,349 129 64 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 2,347 115 52 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/2012 19:29 21:57 Sport: Football Domestic 2,276 134 56 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 2,260 117 66 PARALYMPICS 2012: CLOSING CEREMONY CH4 09/09/2012 19:00 23:11 Sport: Special Events 2,209 92 52 UEFA EUROPA LEAGUE LIVE ITV (SD+HD) 16/02/2012 19:59 22:13 Sport: Football Domestic 2,193 139 45 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/2012 15:28 18:10 Sport: Football International 2,173 133 48 UEFA EURO 2012 POL V RUS PRE MATCH ITV (SD+HD) 12/06/2012 19:19 19:42 Sport: Football International 2,168 135 55 FA CUP REPLAY ITV (SD+HD) 08/02/2012 19:29 22:34 Sport: Football Domestic 2,138 140 51 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 2,107 110 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 28/03/2012 19:29 21:57 Sport: Football Domestic 2,107 136 56 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 2,042 110 60 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 16/10/2012 19:29 21:05 Sport: Football International 2,025 121 51 FA CUP ITV (SD+HD) 18/03/2012 15:31 18:19 Sport: Football Domestic 2,016 127 51 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 2,013 116 63 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 63 Top 50 Sports Programmes: Children 4-15, 2012

Children Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 1,349 73 72 UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 1,346 57 68 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 779 59 68 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 732 67 71 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 685 63 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 638 63 85 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 623 51 67 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 577 42 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 571 52 71 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 564 50 69 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 541 66 66 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 535 44 58 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 496 44 63 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 495 56 64 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 486 56 59 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 484 58 63 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 475 42 57 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 475 54 65 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 421 42 57 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 420 44 58 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 400 63 63 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 399 49 60 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 392 49 56 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 389 41 48 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 385 54 66 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 378 54 61 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 373 50 63 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 372 50 56 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 368 47 55 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 365 54 60 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 364 46 53 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 362 54 64 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 360 48 52 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 346 49 55 UEFA EURO 2012 FRA V ENG PRE MATCH ITV (SD+HD) 11/06/2012 16:01 16:58 Sport: Football International 342 66 65 UEFA EURO 2012 SPA V FRA PRE MATCH ITV (SD+HD) 23/06/2012 19:14 19:42 Sport: Football International 332 66 77 UEFA EURO 2012 MATCH GRE V CZE ITV (SD+HD) 12/06/2012 16:58 18:51 Sport: Football International 331 53 64 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/2012 19:28 21:56 Sport: Football International 319 55 59 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/2012 19:29 22:11 Sport: Football International 315 38 55 PARALYMPICS 2012: CLOSING CEREMONY CH4 09/09/2012 19:00 23:11 Sport: Special Events 314 36 52 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/2012 19:29 21:57 Sport: Football Domestic 310 43 59 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 307 42 47 FA CUP ITV (SD+HD) 18/02/2012 16:50 19:19 Sport: Football Domestic 292 43 42 LIVE FORD MONDAY NIGHT FOOTBALL Sky Sports 1 30/04/2012 19:00 22:56 Sport: Football Domestic 286 73 99 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/2012 19:29 21:57 Sport: Football Domestic 283 42 55 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 282 34 42 UEFA EURO 2012 SPA V IRE POST MATCH ITV (SD+HD) 14/06/2012 21:39 21:56 Sport: Football International 281 45 66 FA CUP ITV (SD+HD) 18/03/2012 15:31 18:19 Sport: Football Domestic 274 47 51 UEFA EURO 2012 GER V GRE POST MATCH ITV (SD+HD) 22/06/2012 21:42 21:57 Sport: Football International 265 40 65 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/2012 15:28 18:10 Sport: Football International 264 44 48 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 64 Top 50 Sports Programmes: Children 4-9, 2012

Children 4-9 Children 10-15 Title Channel Date Start End Speciality 000s Index Index UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 690 74 72 UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 548 45 68 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 347 63 71 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 333 50 68 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 327 59 66 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 270 65 66 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 232 53 59 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 224 53 63 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 222 36 67 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 217 49 64 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 209 41 85 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 201 63 63 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 193 43 65 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 190 31 58 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 186 33 71 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 180 32 69 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 176 25 59 UEFA EURO 2012 FRA V ENG PRE MATCH ITV (SD+HD) 11/06/2012 16:01 16:58 Sport: Football International 176 67 65 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 172 43 56 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 170 48 61 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 167 35 48 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 166 44 56 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 166 44 52 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 163 47 60 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 161 39 60 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 157 40 53 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 154 43 55 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 153 43 66 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/2012 19:28 21:56 Sport: Football International 153 52 59 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 152 26 57 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 152 38 55 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 151 45 64 FA CUP ITV (SD+HD) 18/02/2012 16:50 19:19 Sport: Football Domestic 151 45 42 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 150 31 58 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 148 26 63 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 142 37 63 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 141 28 57 UEFA EURO 2012 SPA V FRA PRE MATCH ITV (SD+HD) 23/06/2012 19:14 19:42 Sport: Football International 138 54 77 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 136 37 47 UEFA EURO 2012 MATCH GRE V CZE ITV (SD+HD) 12/06/2012 16:58 18:51 Sport: Football International 133 42 64 FA CUP ITV (SD+HD) 18/03/2012 15:31 18:19 Sport: Football Domestic 128 44 51 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 17/10/2012 15:28 18:10 Sport: Football International 123 40 48 LIVE FORD SUPER SUNDAY - MATCH Sky Sports 1 05/02/2012 15:32 18:26 Sport: Football Domestic 116 55 55 UEFA EURO 2012 SPA V IRE PRE MATCH ITV (SD+HD) 14/06/2012 19:14 19:42 Sport: Football International 116 47 46 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 112 27 42 UEFA EURO 2012 SPA V ITA PRE MATCH ITV (SD+HD) 10/06/2012 16:06 16:57 Sport: Football International 110 54 60 FOOTBALL: AJAX V MAN UTD... CH5 16/02/2012 17:14 20:03 Sport: Football European Competitions 110 52 51 ENGLAND FRIENDLIES ITV (SD+HD) 15/08/2012 19:29 22:10 Sport: Football Domestic 109 36 45 UEFA EUROPA LEAGUE LIVE ITV (SD+HD) 16/02/2012 19:59 22:13 Sport: Football Domestic 107 37 45 FA CUP ITV (SD+HD) 29/01/2012 13:03 15:56 Sport: Football Domestic 105 43 39 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 65 Top 50 Sports Programmes: Children 10-15, 2012

Children 10-15 Title Channel Date Start End Speciality 000s Index UEFA EURO 2012 MATCH ENG V UKR ITV (SD+HD) 19/06/2012 19:44 21:38 Sport: Football International 799 68 UEFA EURO 2012 MATCH FRA V ENG ITV (SD+HD) 11/06/2012 16:59 18:51 Sport: Football International 659 72 UEFA EURO 2012 MATCH SPA V FRA ITV (SD+HD) 23/06/2012 19:44 21:36 Sport: Football International 446 68 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 19/05/2012 18:59 23:28 Sport: Football Domestic 429 85 UEFA EURO 2012 MATCH GER V GRE ITV (SD+HD) 22/06/2012 19:44 21:38 Sport: Football International 401 67 UEFA EURO 2012 ENG V UKR POST MATCH ITV (SD+HD) 19/06/2012 21:42 22:10 Sport: Football International 401 59 UEFA EURO 2012 FRA V ENG POST MATCH ITV (SD+HD) 11/06/2012 18:55 19:27 Sport: Football International 385 71 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/04/2012 19:29 21:57 Sport: Football Domestic 385 71 UEFA EURO 2012 MATCH SPA V IRE ITV (SD+HD) 14/06/2012 19:43 21:36 Sport: Football International 384 69 UEFA EURO 2012 SPA V ITA ITV (SD+HD) 10/06/2012 16:59 18:50 Sport: Football International 359 66 UEFA EURO 2012 MATCH IRL V CRO ITV (SD+HD) 10/06/2012 19:45 21:41 Sport: Football International 347 63 UEFA EURO 2012 MATCH POR V NED ITV (SD+HD) 17/06/2012 19:43 21:37 Sport: Football International 345 58 PARALYMPICS 2012: OPENING CEREMONY CH4 29/08/2012 20:00 00:17 Sport: Special Events 323 57 UEFA EURO 2012 MATCH UKR V FRA ITV (SD+HD) 15/06/2012 17:53 19:47 Sport: Football International 283 65 UEFA EURO 2012 MATCH POL V RUS ITV (SD+HD) 12/06/2012 19:44 21:37 Sport: Football International 280 57 FA CUP ITV (SD+HD) 15/04/2012 17:29 20:11 Sport: Football Domestic 279 64 UEFA EURO 2012 SPA V ITA POST MATCH ITV (SD+HD) 10/06/2012 18:54 18:58 Sport: Football International 271 66 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 25/04/2012 19:29 22:34 Sport: Football Domestic 270 58 FA CUP ITV (SD+HD) 05/05/2012 15:14 19:45 Sport: Football Domestic 260 63 UEFA EURO 2012 ENG V UKR PRE MATCH ITV (SD+HD) 19/06/2012 18:59 19:42 Sport: Football International 254 59 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 12/10/2012 19:29 22:11 Sport: Football International 238 60 ENGLAND FRIENDLIES ITV (SD+HD) 26/05/2012 18:59 21:59 Sport: Football Domestic 232 66 ENGLAND FRIENDLIES ITV (SD+HD) 14/11/2012 19:13 21:44 Sport: Football Domestic 231 63 PARALYMPICS 2012: CLOSING CEREMONY CH4 09/09/2012 19:00 23:11 Sport: Special Events 228 52 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 11/09/2012 19:29 22:11 Sport: Football International 224 55 ENGLAND FRIENDLIES ITV (SD+HD) 29/02/2012 19:29 22:11 Sport: Football Domestic 222 48 UEFA EURO 2012 DEN V POR POST MATCH ITV (SD+HD) 13/06/2012 18:56 19:00 Sport: Football International 220 56 UEFA EURO 2012 MATCH RUS V CZE ITV (SD+HD) 08/06/2012 19:43 21:36 Sport: Football International 216 55 UEFA EURO 2012 GER V GRE POST MATCH ITV (SD+HD) 22/06/2012 21:42 21:57 Sport: Football International 212 65 UEFA EURO 2012 GRE V CZE POST MATCH ITV (SD+HD) 12/06/2012 18:55 18:59 Sport: Football International 211 64 UEFA EURO 2012 MATCH DEN V POR ITV (SD+HD) 13/06/2012 16:58 18:52 Sport: Football International 208 61 ENGLAND FRIENDLIES ITV (SD+HD) 02/06/2012 16:29 19:29 Sport: Football Domestic 207 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 15/02/2012 19:29 21:57 Sport: Football Domestic 207 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 18/09/2012 19:29 21:57 Sport: Football Domestic 207 59 UEFA EURO 2012 IRL V CRO PRE MATCH ITV (SD+HD) 10/06/2012 19:17 19:44 Sport: Football International 203 60 UEFA EURO 2012 SPA V IRE POST MATCH ITV (SD+HD) 14/06/2012 21:39 21:56 Sport: Football International 201 66 FA CUP ITV (SD+HD) 28/01/2012 12:02 15:05 Sport: Football Domestic 199 63 UEFA EURO 2012 MATCH GRE V CZE ITV (SD+HD) 12/06/2012 16:58 18:51 Sport: Football International 198 64 FA CUP ITV (SD+HD) 08/01/2012 12:32 17:56 Sport: Football Domestic 194 52 UEFA EURO 2012 SPA V FRA PRE MATCH ITV (SD+HD) 23/06/2012 19:14 19:42 Sport: Football International 194 77 UEFA EURO 2012 SPA V FRA POST MATCH ITV (SD+HD) 23/06/2012 21:40 22:00 Sport: Football International 192 55 LIVE FORD MONDAY NIGHT FOOTBALL Sky Sports 1 30/04/2012 19:00 22:56 Sport: Football Domestic 191 99 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 23/10/2012 19:29 21:57 Sport: Football Domestic 183 55 UEFA EURO 2012 POR V NED POST MATCH ITV (SD+HD) 17/06/2012 21:40 21:56 Sport: Football International 176 53 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 14/03/2012 19:29 22:34 Sport: Football Domestic 171 42 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 06/11/2012 19:29 21:57 Sport: Football Domestic 171 56 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 04/04/2012 19:29 21:57 Sport: Football Domestic 170 47 UEFA CHAMPIONS LEAGUE LIVE ITV (SD+HD) 20/11/2012 19:29 21:56 Sport: Football Domestic 170 60 UEFA EURO 2012 FRA V ENG PRE MATCH ITV (SD+HD) 11/06/2012 16:01 16:58 Sport: Football International 166 65 ENGLAND FIFA WORLD CUP FOOTBALL QUALIFIE ITV (SD+HD) 07/09/2012 19:28 21:56 Sport: Football International 166 59 Source: BARB/Infosys+. Analysis excludes all BBC channels. -Top 50 ranked on Average Audience. Index based on All Individuals. 66 Advertising activity

67 Advertising Activity: Gambling

68 Summary

Advertising Activity: Gambling Commercial Spots

• Between 2005 and 2012 the total amount of television advertising shown almost doubled from 17.4m to 34.2m spots – over this period the proportion of spots accounted for by Gambling commercials increased from 0.5% to 4.1%.

• The total amount of Gambling commercials shown increased from 90k spots in 2005 to almost 1.4m million spots in 2012.

• While advertising across all sub-categories has grown, Bingo and Online Casinos & Poker commercials represented a greater proportion of Gambling spots in 2012 compared with 2005 as Lottery & Scratch cards accounted for a smaller share.

• 39.5% of Gambling spots were broadcast between 0930-1659 in 2012 and a further 33.5% were broadcast between 2300-2959 – exposure during both dayparts increased over the analysis period while other dayparts saw a fall in share.

• The Terrestrial channels accounted for 1.3% of all Gambling spots shown in 2012 – the greatest proportions were shown across ‘Other’(44.2%) and Music(22.1%) channels with the ‘Top 10 Other’ accounting for 8.3%.

69 Summary

Advertising Activity: Gambling Impacts

• Adults’ exposure to Gambling advertising increased five-fold from 5.8bn impacts in 2005 to 30.9bn impacts in 2012, accounting for 3.2% of all advertising seen in 2012. • ABC1 Adult impacts: 2.2bn in 2005 to 11.8bn in 2012 • C2DE Adult impacts: 3.6bn in 2005 to 19.1bn in 2012 • Children: 0.5bn impacts in 2005 to 1.8bn in 2012 • Children 10-15: 0.3bn impacts in 2005 to 1.1bn impacts in 2012

• Between 2005 and 2012, Gambling impacts increased at a significantly faster rate than total television impacts. The volume of Lottery & Scratch card advertising seen remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased – over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased.

• Exposure to Gambling commercials has been spread across the day with the largest proportion seen between 0930-1659 – the proportion seen between 1700-2259 fell while exposure during the daytime and late evening increased. Compared with Adults, Children’s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059.

• While the Terrestrial channels continued to account for the greatest share of Gambling impacts across all demographic groups, these channels represented a falling share of impacts as exposure across the other channel groups increased. Compared against Adult impacts, Children’s exposure was lower as a share of total Gambling impacts across the Terrestrial channels and higher across Music channels.

70 Gambling

Between 2005 and 2012 the total amount of television advertising shown almost doubled from 17.4m to 34.2m spots – over this period the proportion of spots accounted for by Gambling commercials increased from 0.5% to 4.1% Number of total spots Share of total spots

17.4m 21.2m 25.6m 31.8m 32.7m 32.7m 32.9m 34.2m 35.0 0.5% 0.7% 0.9% 1.7% 1.7% 2.1% 2.9% 4.1% 0.6 0.7 1.0 1.4 100% 0.5 30.0 90% 0.2 80% 25.0 Gambling 70% 0.2 20.0 60% 0.1 All other 50% 99.5% 99.3% 99.1% 98.3% 98.3% 97.9% 97.1% 95.9% 31.3 32.1 32.1 31.9 32.8 15.0 categories 40% 25.4 10.0 21.0 30% 17.3 20% 5.0 10%

0%

Number of commercial spots (millions)spots ofcommercial Number 0.0

2011

2005 2006 2007 2008 2009 2010 2012

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

71 Gambling

The total amount of Gambling commercials shown increased from 90k spots in 2005 to almost 1.4m million spots in 2012

Number of Spots (000s): Gambling

1500 1,389

1250

1000 955

750 688 537 567 500 234 250 152

Number of spots, 000s spots, of Number 90 0 2005 2006 2007 2008 2009 2010 2011 2012 +70% +54% +129% +5% +21% +39% +45% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

72 Gambling

While advertising across all sub-categories has grown, Bingo and Online Casinos & Poker commercials represented a greater proportion of Gambling spots in 2012 compared with 2005 as Lottery & Scratch cards accounted for a smaller share Number of spots: Gambling by sub-category Share of spots: Gambling by sub-category

90k 152k 234k 537k 567k 688k 955k 1389k

1500 Other 100% 4.2% 3.0% 4.1% 2.9% 4.7% 12.3% 90% 26.1% 29.6% 1250 25.3% 29.2% 35.4% 411 Online 80% 23.2% casino & 2.9% 1000 Poker 70% 45.9% 5.2% 6.6% 91 2.6% Gambling - 60% 56.1% 338 750 sports 50% 38.9% 37.1% 38.3% 25 532 38.5% 201 Bingo 40% 69.6% 69.8% 500 66 148 36 16 368 30% 302 220 255 20% 45.4% 250 11 Lottery & 31.6% 355 30.8% 27.8% 25.6% 38 107 Scratch 10% 23.5% 165 179 191 224 Number of commercial spots (000s)spots ofcommercial Number 106 106 cards

0 62

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

73 Gambling

39.5% of Gambling spots were broadcast between 0930-1659 in 2012 and a further 33.5% were broadcast between 2300-2959 – exposure during both dayparts increased over the analysis period while other dayparts saw a fall in share Spots by daypart: Gambling Share of spots by daypart: Gambling

90k 152k 234k 537k 567k 688k 955k 1389k

1500 100% 2300-2959 90% 24.0% 1250 25.9% 27.4% 27.8% 35.3% 37.4% 36.7% 33.5% 465 80% 2100-2259 70% 10.2% 1000 13.0% 12.3% 13.5% 60% 11.3% 158 17.8% 13.0% 11.6% 11.6% 350 1700-2059 750 22.2% 154 50% 21.4% 20.8% 11.1% 15.3% 12.2% 11.3% 257 40% 500 111 129 200 108 0930-1659 30% 41.6% 55 80 28.4% 29.2% 39.5% 96 74 84 549 28.7% 30.1% 33.5% 34.6% 250 87 20% 65 330 0600-0929 49 224 171 230 10%

Number of commercial spots (000s)spots ofcommercial Number 67 10.5% 9.7% 9.2%

0 44 34 35 36 55 63 6.4% 6.3% 5.3% 5.8% 4.6%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

74 Gambling

The Terrestrial channels accounted for 1.3% of all Gambling spots shown in 2012 – the greatest proportions were shown across ‘Other’ and Music channels with the ‘Top 10 Other’ accounting for 8.3% of spots

Spots by channel group: Gambling Share of spots by channel group: Gambling

90k 152k 234k 537k 567k 688k 955k 1389k

1500 Other - All other 100% Other - Top 90% 1250 10 80% 44.3% 44.2% (Gambling) 50.5% 49.9% 47.5% 614 Movies 54.4% 57.4% 56.2% 1000 70% Music 60% 2.7% 750 453 50% 5.5% 8.3% 115 3.8% 6.7% 7.8% Sports 6.4% 3.3% 4.7% 9.1% 126 40% 7.6% 5.4% 6.5% 7.8% 343 7.4% 500 75 27.2% 8.3% 30% 20.1% 308 318 75 306 Commercial 15.9% 10.2% 16.9% 20.7% 22.1% PSB 10.6% 45 198 20% 250 Portfolio 10.4% 10.1% 127 45 42 116 112 Terrestrial 11.6% 9.7% 7.9% 8.3% 8.3% 8.0% 57 58 10% 77 59 70 79 Commercial 8.6% 9.4% Number of commercial spots (000s)spots ofcommercial Number 40 37 45 96 5.6% 6.8% 8.4% 8.2% 6.7% 6.9%

0 31 20 45 53 56 64

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

75 Gambling

Between 2005 and 2012, Gambling impacts increased at a significantly faster rate than total television impacts

Total Commercial Impacts: All product Total Commercial Impacts: Total Gambling categories Impacts, 2005 2012 % change Impacts, 2005 2012 % change Billions Billions Adults 755.4 952.9 +26% Adults 5.8 30.9 +436%

ABC1 Adults 299.1 374.4 +25% ABC1 Adults 2.2 11.8 +432%

C2DE Adults 456.3 578.5 +27% C2DE Adults 3.6 19.1 +438%

Children 4-15 95.4 97.3 +2% Children 4-15 0.5 1.8 +272%

Children 10-15 49.7 47.7 -4% Children 10-15 0.3 1.1 +273%

76 Gambling

Adults’ exposure to Gambling advertising increased five-fold from 5.8bn impacts in 2005 to 30.9bn impacts in 2012, accounting for 3.2% of all advertising seen in 2012

Number of Impacts: Gambling, Adults

0.8% 1.0% 1.2% 1.8% 2.1% 2.2% 2.4% 3.2% Share of total impacts 35.0 30.9

30.0 bn 25.0 22.7 21.0 20.0 18.5 15.8 15.0 9.9 10.0 8.0 5.8

Number of impacts, of Number 5.0

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =630 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

77 Gambling

The volume of Lottery & Scratch card advertising seen by Adults remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased – over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased

Number of impacts: Gambling by sub-category, Share of impacts: Gambling by sub-category, Adults Adults

5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn

35 Other 100% 2.6% 4.9% 11.2% 14.1% 16.7% 16.5% 90% 19.2% 30 20.1% 22.3% 4.3%

bn 5.9 4.8% Online 80% 9.9% 9.3% 25 casino & 38.2% 12.4% 3.8 Poker 70% 41.7% 3.7 Gambling - 60% 42.0% 20 3.5 2.1 sports 39.4% 41.7% 2.6 2.1 50% 41.2% 15 1.8 0.9 12.7 0.7 40% 78.4% 9.5 Bingo 76.2% 7.8 8.3

10 0.3 6.6 30% 54.1% Number ofimpacts, Number 1.8 3.8 20% 42.7% 39.0% 5 1.2 Lottery & 33.5% 32.5% 7.4 8.4 Scratch 27.2% 6.1 5.4 6.7 7.2 7.0 10% 4.5 cards

0

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

78 Gambling

Exposure to Gambling commercials has been spread across the day with the largest proportion seen between 0930-1659 – the proportion seen between 1700-2259 fell while exposure during the daytime and late evening increased Impacts by daypart: Gambling, Share of impacts by daypart: Gambling, Adults Adults

5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 35 100% 2300-2959 10.3% 11.0% 11.6% 14.1% 16.0% 17.1% 16.5% 18.0% 30 90%

bn 5.6 80% 25.3% 2100-2259 25.5% 24.3% 22.2% 19.4% 25 70% 22.2% 20.2% 20.1% 6.2 20 3.7 60% 3.6 1700-2059 3.0 4.4 50% 27.0% 27.5% 25.4% 36.6% 32.3% 31.9% 15 2.2 4.2 7.9 43.3% 4.1 40% 43.0% 3.5 6.3 10 5.7 0930-1659 30% 1.1 5.9 Number ofimpacts, Number 0.9 2.4 5.1 20% 33.3% 34.6% 34.6% 5 0.6 2.0 10.7 23.4% 28.4% 26.6% 1.5 3.6 7.0 7.9 18.0% 17.5% 3.4 4.5 4.9 0600-0929 10% 2.5 2.3

0 1.00.2 1.40.2 0.4 0.5 0.6 0.5 0.5 0.6 3.2% 3.0% 4.2% 3.0% 3.2% 2.4% 2.1% 1.9%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

79 Gambling

The Terrestrial channels accounted for 12.7bn Adult Gambling impacts in 2012 – while the volume of impacts increased over the analysis period these channels accounted for a falling share of impacts as exposure across other channel groups increased Impacts by channel group: Gambling, Share of impacts by channel group: Gambling, Adults Adults

5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 35 Other - All other 100% 14.4% 16.1% 30 Other - Top 90% 20.6% 25.2% 21.4% 21.9% 22.9% 23.9%

bn 10 80% 3.9% 3.7% 7.4 (Gambling) 5.8% Movies 8.9% 4.3% 4.9% 1.9% 2.3% 25 70% 4.4% 7.2% 2.6% 11.6% 7.8% 7.9% 0.8 16.9% 20 5.2 2.4 Music 60% 15.8% 17.9% 4.6 19.9% 50% 20.8% 4.0 0.4 0.5 6.4 15 1.5 1.8 Sports 4.0 0.9 40% 3.8 4.5 73.9% 0.7 3.1 69.1% 10 Commercial 30% 61.2% 2.0 2.5 51.7% 54.4% Number ofimpacts, Number 1.3 PSB 49.2% 43.8% 1.2 12.7 20% 41.2% 10.1 10.3 Portfolio 5 8.2 10.0 Terrestrial 4.3 5.5 6.1 Commercial 10%

0

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

80 Gambling

ABC1 Adult impacts across the Gambling category increased from 2.2bn in 2005 to 11.8bn in 2012, resulting in an increase in the proportion of total commercial advertising accounted for by these ads from 0.7% to 3.1% over the same period Number of Impacts: Gambling, ABC1 Adults

0.7% 1.0% 1.2% 1.8% 2.0% 2.2% 2.3% 3.1% Share of total impacts

12.0 11.8

10.0 bn 8.4 8.0 8.0 7.3 6.2 6.0 3.8 4.0 3.1 2.2

2.0 Number of impacts, of Number

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =451 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

81 Gambling

Gambling impacts among ABC1 Adults have been distributed across the day with the largest share seen between 0930-1659 – this daypart along with 2300-2959 have both represented an increasing share of exposure Impacts by daypart: Gambling, Share of impacts by daypart: Gambling, ABC1 Adults ABC1 Adults

2.2bn 3.1bn 3.8bn 6.2bn 7.3bn 8.0bn 8.4bn 11.8bn 12 100% 2300-2959 11.1% 11.9% 12.4% 15.0% 17.4% 17.5% 17.2% 18.2% 2.1 90% 10 bn 80% 2100-2259 28.4% 28.4% 27.1% 2.6 70% 24.5% 24.4% 22.0% 21.5% 22.1% 8 1.4 1.4 60% 1.3 6 1.8 1700-2059 50% 0.9 1.7 3.0 27.1% 27.8% 25.8% 1.8 36.0% 31.9% 31.0% 1.5 40% 41.1% 41.0% 4 2.3 0.5 2.2 0930-1659 30% 0.4 2.3 Number ofimpacts, Number 1.0 2.0 2 0.2 0.9 3.8 20% 31.3% 31.8% 32.1% 0.6 1.4 20.6% 25.9% 24.3% 2.5 2.7 0600-0929 16.3% 0.9 1.3 1.6 1.8 10% 15.8% 0.5 0.8

0 0.40.1 0.1 0.2 0.2 0.2 0.2 0.2 0.2 3.1% 2.9% 4.0% 2.8% 3.0% 2.2% 1.8% 1.7%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

82 Gambling

The volume of Gambling impacts seen on the Terrestrial channels increased from 1.6bn in 2005 to 4.7bn in 2012, the share represented by this channel group fell from 70.1% to 39.6% while the share accounted for by the ‘Other’, PSB portfolio and Sports channels increased Impacts by channel group: Gambling, Share of impacts by channel group: Gambling, ABC1 Adults ABC1 Adults

2.2bn 3.1bn 3.8bn 6.2bn 7.3bn 8.0bn 8.4bn 11.8bn 12 Other - All other 100% 16.2% 17.8% Other - Top 90% 22.8% 23.9% 23.1% 23.5% 10 2.9 28.1% 24.6% bn 10 1.3% 80% 4.9% 1.1% (Gambling) 4.7% 1.1% Movies 6.7% 1.0% 2.0% 2.5% 0.3 70% 9.7% 5.7% 1.1% 6.6% 2.5% 8 5.7% 9.2% 2.0 1.3 11.9% 10.9% 10.8% 1.8 Music 60% 16.6% 1.7 15.9% 16.4% 6 0.2 0.2 2.3 50% 18.2% 0.7 0.9 19.3% 1.7 0.5 Sports 40% 0.1 1.2 1.3 1.5 4 0.4 70.1% 65.7% 0.9 1.0 Commercial 30% 57.3% 50.5% Number ofimpacts, Number 0.5 0.20.0 PSB 47.3% 47.6% 0.30.10.0 0.5 4.7 20% 42.1% 39.6% 2 0.00.4 3.7 3.8 Portfolio 0.1 2.9 3.5 Terrestrial 1.6 2.0 2.2 Commercial 10%

0

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

83 Gambling

Exposure to Gambling advertising increased from 3.6bn C2DE Adult impacts in 2005 to 19.1bn impacts in 2012, accounting for 3.3% of all television advertising seen by this demographic Number of Impacts: Gambling, C2DE Adults

0.8% 1.1% 1.3% 1.9% 2.1% 2.3% 2.4% 3.3% Share of total impacts

20.0 19.1

bn 15.0 14.3 13.0 11.3 9.6 10.0

6.2 4.9

5.0 3.6 Number of impacts, of Number

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =833 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

84 Gambling

Over a third of all Gambling advertising seen by C2DE Adults, in 2012, was during the 0930-1659 daypart – 17.9% was seen between 2300-2959 in 2012, compared with 9.8% in 2005 Impacts by daypart: Gambling, Share of impacts by daypart: Gambling, C2DE Adults C2DE Adults

3.6bn 4.9bn 6.2bn 9.6bn 11.3bn 13.0bn 14.3bn 19.1bn 20 100% 2300-2959 9.8% 10.5% 11.1% 13.6% 15.1% 16.9% 16.0% 17.9%

3.4 90% bn 80% 23.3% 23.6% 22.6% 15 2100-2259 20.7% 20.9% 19.1% 18.1% 3.6 18.8% 2.3 70% 2.2 60% 1.7 2.6 1700-2059 27.4% 10 2.5 4.8 50% 32.5% 26.9% 25.2% 1.3 36.9% 32.5% 2.3 44.6% 44.2% 2.0 3.9 40% 3.5 0.7 0930-1659 30% 5 3.7 Number ofimpacts, Number 0.5 1.4 3.1 0.3 1.2 6.9 20% 30.1% 34.6% 36.3% 36.2% 0.8 2.3 5.2 25.1% 28.1% 2.2 4.5 0600-0929 19.1% 18.6% 1.6 2.9 3.2 10% 0.9 1.5

0 0.7 0.3 0.3 0.4 0.3 0.3 0.4 3.2% 3.1% 4.3% 3.0% 3.3% 2.5% 2.2% 2.0%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

85 Gambling

While the volume of Gambling impacts represented by the PSB-owned channels increased from 2.9bn in 2005 to 12.2bn in 2012, the share represented by these channels fell from 81.6% to 63.9% - over the same period the share represented by Sports and ‘Other’ channels increased Impacts by channel group: Gambling, Share of impacts by channel group: Gambling, C2DE Adults C2DE Adults

3.6bn 4.9bn 6.2bn 9.6bn 11.3bn 13.0bn 14.3bn 19.1bn 20 Other - All other 100% 13.3% 15.1% Other - Top 90% 19.2% 23.2% 19.8% 21.1% 22.5% 23.4% 4.5 1.2% bn 10 3.2% 3.0%1.1% 80% 5.3% 1.0% 0.9% 15 (Gambling) 8.4% 3.5% 3.8% 1.9% Movies 3.6%0.9% 6.0% 2.3% 0.5 70% 11.4% 6.0% 2.6% 17.1% 6.1% 3.2 1.2 15.7% 2.7 Music 60% 18.9% 21.0% 2.2 0.3 4.2 21.8% 10 0.80.2 0.9 50% 2.2 0.4 Sports 2.5 3.0 40% 0.30.1 1.9 76.3% 71.3% 63.6% 1.2 1.5 Commercial 30% 56.9% 5 0.1 54.6% 50.2% Number ofimpacts, Number 0.7 0.2 0.1 0.7 8.1 PSB 44.8% 42.1% 0.5 0.4 6.4 6.5 6.4 Portfolio 20% 0.20.10.0 5.2 Terrestrial 3.9 2.7 3.5 Commercial 10%

0

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

86 Gambling

Children’s exposure to Gambling advertising increased from 0.5bn impacts in 2005 to 1.8bn impacts in 2012 – representing 1.8% of all advertising seen by this group, compared with 3.2% among Adults Number of Impacts: Gambling, Children 4-15

0.5% 0.7% 0.8% 1.1% 1.2% 1.3% 1.4% 1.8% Share of total impacts 2.0

1.8

bn 1.4 1.5 1.3 1.2 1.1 1.0 0.7 0.6 0.5

0.5 Number of impacts, of Number

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =211 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

87 Gambling

In 2012, 21.2% of Child Gambling impacts were seen between 2100-2259 and 12.8% post-2300, up from 6.7% in 2005 - compared with Adults, Children’s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059 Impacts by daypart: Gambling, Share of impacts by daypart: Gambling, Children 4-15 Children 4-15

0.5bn 0.6bn 0.7bn 1.1bn 1.2bn 1.3bn 1.4bn 1.8bn 2000 100% 6.7% 7.1% 2300-2959 8.1% 9.5% 10.4% 12.9% 12.2% 12.8% 90% 228 23.3% 22.0% 22.9% 80% 21.3% 22.1% 21.0% 1500 2100-2259 22.6% 21.2% 70% 170 378 171 127 60% 104 293 1700-2059 1000 298 31.4% 269 50% 40.2% 40.7% 33.1% 34.5% 234 559 51.8% 51.5% 44.7% 40% 58 481 45 437 0930-1659 140 164 442 495 30% 500 32 111 20% 32.5% Number ofmillions impacts, Number 319 579 26.0% 29.2% 30.3% 327 424 20.2% 23.4% 248 286 285 386 0600-0929 10% 15.1% 16.2% 103 144

0 7215 20 28 34 41 29 28 38 3.1% 3.2% 4.0% 3.1% 3.4% 2.2% 2.0% 2.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor . - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

88 Gambling

The proportion of Gambling ads seen by Children on the Terrestrial channels fell from 65.5% in 2005 to 35.8% in 2012 with the Portfolio, Sports, Music and ‘Other’ channels all accounting for growing shares – compared with Adults, their share of exposure was lower across the Terrestrial channels and higher across Music channels. Impacts by channel group: Gambling, Share of impacts by channel group: Gambling, Children 4-15 Children 4-15

0.5bn 0.6bn 0.7bn 1.1bn 1.2bn 1.3bn 1.4bn 1.8bn 2000 Other - All 100%

other 90% 19.2% 21.3% 21.4% Other - Top 23.9% 28.0% 23.7% 23.2% 25.8% 10 459 (Gambling) 80% 3.3% 1500 Movies 4.5% 3.4% 2.7% 2.8% 5.7% 4.5% 6.9% 70% 6.5% 4.9% 3.0% 4.8% 7.5% 7.7% 323 10.3% 4.6% 282 137 13.7% 9.2% Music 60% 19.9% 8.6% 289 154 17.5% 18.5% 1000 308 75 96 50% 18.4% 58 99 128 Sports 18.9% 336 40% 5033 242 245 170 258 65.5% 135 192 Commercial 30% 59.3% 500 21 3520 53.3% 92 6528 98 PSB 44.8% 47.3% 45.4% 2216 Portfolio 20% 39.6% 35.8% Number ofmillions impacts, Number 31 637 492 576 600 553 Terrestrial 313 377 380 Commercial 10%

0

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

89 Gambling

The amount of Gambling advertising seen by older children increased from 0.3bn in 2005 to 1.1bn in 2012, accounting for 2.3% of all commercial advertising seen Number of Impacts: Gambling, Children 10-15

0.6% 0.8% 0.9% 1.3% 1.5% 1.6% 1.7% 2.3% Share of total impacts

2.0

bn 1.5

1.1 1.0 0.9 0.8 0.8 0.7

0.5 0.4 0.4

0.3 Number of impacts, of Number 291m 380m 437m 665m 751m 786m 855m 1087m 0.0 2005 2006 2007 2008 2009 2010 2011 2012 =262 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

90 Gambling

The proportion of Gambling advertising seen by 10-15 year olds post- 2300 increased from 7.9% in 2005 to 14.8% in 2012 – the proportion viewed between 0930-1659 also increased from 14.1% to 30.2%

Impacts by daypart: Gambling, Share of impacts by daypart: Gambling, Children 10-15 Children 10-15

0.3bn 0.4bn 0.4bn 0.7bn 0.8bn 0.8bn 0.9bn 1.1bn 1200 100% 2300-2959 7.9% 8.4% 9.6% 10.8% 11.7% 90% 15.1% 13.9% 14.8% 1000 161 80% 25.3% 26.7% 26.0% 23.9% 24.4% 2100-2259 25.3% 23.3% 23.9% 800 119 260 70% 88 119 60% 72 199 600 1700-2059 50% 183 199 37.4% 32.5% 29.2% 159 41.8% 38.2% 30.6% 317 40% 48.6% 48.1% 42 400 278 0930-1659 32 114 287 240 30% 23 96 249 78 20% Number ofmillions impacts, Number 200 183 328 25.0% 27.1% 28.5% 30.2% 183 244 18.9% 22.5% 141 166 169 213 0600-0929 10% 14.1% 15.3% 58 83

0 41 20 24 15 16 21 2.8% 2.9% 3.7% 2.9% 3.2% 2.0% 1.8% 1.9%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

91 Gambling

While the volume of Gambling impacts increased across all channel groups between 2005 and 2012, the proportion represented by the Terrestrial channels fell as the shares across other channel groups rose – the share represented by Music channels stood at 8.5% compared with 2.6% among Adults Impacts by channel group: Gambling, Share of impacts by channel group: Gambling, Children 10-15 Children 10-15

0.3bn 0.4bn 0.4bn 0.7bn 0.8bn 0.8bn 0.9bn 1.1bn 1200 Other - All 100%

other Other - Top 90% 19.2% 22.1% 23.0% 24.3% 29.0% 24.1% 24.5% 27.9% 1000 10 303 (Gambling) 80% 3.7% Movies 4.4% 3.9% 4.5% 3.1% 3.1% 6.4% 800 70% 6.7% 4.9% 3.5% 4.5% 7.9% 209 10.8% 4.4% 7.5% 8.5% 181 93 60% 14.3% 9.0% 181 Music 20.7% 8.5% 600 68 92 50% 18.7% 19.7% 193 51 19.1% 34 59 77 Sports 19.3% 210 40% 30 156 400 106 155 163 64.9% 84 124 Commercial 30% 57.5% 21 51.9% 56 41 63 PSB 42.3% 45.9% 41.9% Portfolio 20% 36.8% Number ofmillions impacts, Number 200 354 32.6% 281 345 329 315 Terrestrial 189 218 227 Commercial 10%

0

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

92 Advertising Activity: Lottery & Scratch cards

93 Summary

Advertising Activity: Lottery & Scratch cards Commercial Spots

• The number of LSC spots broadcast increased from 62k in 2005 to 355k in 2012, accounting for 1.0% of all commercials shown – with a 58% increase between 2011 and 2012.

• The distribution of LSC spots was fairly stable between 2005 and 2010 – since then there has been a notably increase in the volume and proportion of spots shown between 0930-1659.

• Terrestrial channels accounted for 1.5% of LSC spot broadcast in 2012 – ‘Other’ and Music channels represented 40.0% and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in 2012.

94 Summary

Advertising Activity: Lottery & Scratch cards Impacts

• Exposure to LSC commercials almost doubled from 4.5bn Adult impacts in 2005 to 8.4bn in 2012, accounting for 0.9% of all advertising and 27.2% of all Gambling advertising seen. • ABC1 Adult impacts: 1.7bn in 2005 to 3.1bn in 2012 • C2DE Adult impacts: 2.8bn in 2005 to 5.3bn in 2012 • Children: 385m impacts in 2005 to 531m in 2012 • Children 10-15: 236m impacts in 2005 to 323m impacts in 2012

• The greatest proportion of LSC impacts was seen between 1700-2059. The share seen during this slot fell between 2011 and 2012 as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of 2012 spots, increased. • Compared with Adults, Children’s exposure to LSC impacts was higher, as a share, during the 1700-2059 slot and lower post-2100.

• The volume of LSC impacts seen across the Terrestrial channels remained fairly stable over the analysis period although their share of impacts fell as the Portfolio channels represented a growing share of impacts. • The Music channels accounted for a notably higher share of LSC impacts among Children compared with Adults.

95 Lottery & Scratch cards

The number of LSC spots broadcast increased from 62k in 2005 to 355k in 2012, accounting for 1.0% of all commercials shown - with a 58% increase between 2011 and 2012 Number of Spots (000s): Lottery & Scratch cards

0.4% 0.5% 0.4% 0.5% 0.5% 0.6% 0.7% 1.0% Share of total commercial spots 400

355

300

224 179 191 200 165

106 106 100

62 Number of spots, 000s spots, of Number

0 2005 2006 2007 2008 2009 2010 2011 2012 +70% +0.1% +55% +8% +7% +17% +58% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

96 Lottery & Scratch cards

The distribution of LSC spots was fairly stable between 2005 and 2010 – since then there has been a notably increase in the volume and proportion of spots shown between 0930-1659 Spots by daypart: Lottery & Scratch cards Share of spots by daypart: Lottery & Scratch cards

62k 106k 106k 165k 179k 191k 224k 355k

400 100% 2300-2959 10.3% 90% 23.3% 18.7% 37 24.8% 24.6% 23.9% 23.9% 24.2% 6.2% 22 80% 300 2100-2259 9.2% 18.1% 11.5% 11.6% 10.4% 64 70% 11.3% 11.2% 12.1% 60% 21.0% 22.3% 22.2% 200 42 1700-2059 50% 22.0% 22.1% 23.5% 23.7% 45 21 43 40% 40 20 47 22 0930-1659 61.5% 19 218 30% 43.6% 100 42 30.2% 31.6% 33.2% 34.4% 26 25 39 42 32.1% 31.3% 12 12 20% 15 23 24 98 53 56 66 0600-0929 14 34 35 10% Number of commercial spots (000s)spots ofcommercial Number 19 11.7% 10.6% 9.1% 8.8% 8.7% 9.7%

0 11 10 14 16 19 17 14 7.6% 3.9%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

97 Lottery & Scratch cards

Terrestrial channels accounted for 1.5% of LSC spot broadcast in 2012 – ‘Other’ channels and Music channels represented 40.0% and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in 2012 Spots by channel group: Lottery & Scratch cards Share of spots by channel group: Lottery & Scratch cards

62k 106k 106k 165k 179k 191k 224k 355k

400 Other - All other 100% Other - Top 90% 10 80% 40.1% 40.0% (Gambling) 43.4% 47.2% 42.3% 300 Movies 51.6% 51.6% 52.3% 142 70%

Music 60% 2.4% 5.4% 3.3% 4.5% 6.4% 200 5.3% 3.8% 6.9% 50% 2.5% 3.0% 4.2% 10.7% 95 38 Sports 4.4% 2.7% 40% 7.1% 6.2% 90 32.2% 94 25.6% 24.3% 85 30% 19.5% 17.5% 17.9% 28.4% 26.4% 100 16 94 Commercial 46 8 PSB 55 11 64 20% 12 47 Portfolio 11.1% 9.3% 9.9% 8.0% 8.7% 25 29 32 23 Terrestrial 9.3% 6.8% 6.5% 27 21 15 10% 20 16 14 17 Commercial 6.8% 8.2% 10.2% 9.1% 11.2% 9.9% 9.8% Number of commercial spots (000s)spots ofcommercial Number 12 10 22 30 8.5%

0 11 15 20 19

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

98 Lottery & Scratch cards

Exposure to LSC commercials almost doubled from 4.5bn Adult impacts in 2005 to 8.4bn in 2012, accounting for 0.9% of all advertising seen and 27.2% of all Gambling advertising seen Number of Impacts: Lottery & Scratch cards, Adults

0.6% 0.8% 0.7% 0.8% 0.8% 0.7% 0.8% 0.9% %of total imps 78.4% 76.2% 54.1% 42.7% 39.0% 33.5% 32.5% 27.2% % Gambling imps

9.0 8.4

8.0 7.4 bn 7.2 7.0 7.0 6.7 6.1 6.0 5.4 5.0 4.5 4.0 3.0

2.0 Number of impacts, of Number 1.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=171 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

99 Lottery & Scratch cards

The greatest proportion of LSC impacts was seen between 1700-2059 – the share seen during this slot fell from 40.2% in 2011 to 35.1% in 2012 as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of 2012 spots, increased from 22.7% in 2011 to 29.3% in 2012 Impacts by daypart: Lottery & Scratch cards, Share of impacts by daypart: Lottery & Scratch Adults cards, Adults

4.5bn 6.1bn 5.4bn 6.7bn 7.2bn 7.0bn 7.4bn 8.4bn 9 100% 2300-2959 10.6% 10.6% 10.8% 11.0% 11.5% 11.8% 10.5% 10.1%

8 0.8 90%

bn 80% 7 0.8 25.9% 26.6% 25.9% 26.6% 25.6% 23.5% 24.1% 23.6% 0.8 0.8 0.7 2.0 2100-2259 70% 6 0.6 1.8 1.9 1.6 60% 5 0.6 1.8 1.6 1700-2059 50% 35.1% 0.5 39.5% 38.1% 40.2% 4 1.4 3.0 40% 44.3% 44.9% 42.4% 41.1% 1.2 3.0 2.9 2.7 3 2.8 0930-1659 30% Number ofimpacts, Number 2.7 2.3 20% 2 2.0 29.3% 21.1% 23.9% 22.7% 2.5 10% 16.5% 16.0% 18.8% 19.1% 1.7 1 1.3 1.5 1.7 0600-0929

0.7 1.0 1.0 0% 2.7% 1.9% 2.0% 2.1% 2.3% 2.8% 2.6% 1.9%

0 0.1 0.1 0.1 0.1 0.2 0.2 0.2 0.2

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

100 Lottery & Scratch cards

The volume of LSC impacts seen across the Terrestrial channels remained fairly stable but their share fell from 75.5% in 2005 to 47.5% in 2012 – 25.0% of impacts were seen across the Portfolio channels and a further 18.6% on ‘Other’ channels Impacts by channel group: Lottery & Scratch Share of impacts by channel group: Lottery cards, Adults & Scratch cards , Adults

4.5bn 6.1bn 5.4bn 6.7bn 7.2bn 7.0bn 7.4bn 8.4bn 9 Other - All other 100% 12.7% 13.6% 17.7% 19.1% 18.6% 8 Other - Top 90% 20.2% 20.8% 20.1% 1.6 3.5%1.4% 1.2% bn 10 3.6% 80% 6.3% 3.1%1.1% 1.0% 1.2% 2.3% 2.7% 7 1.3 (Gambling) 9.6% 3.1% 2.7% 3.4% 3.7% 2.9% 1.5 Movies 3.0% 1.4 0.3 70% 12.1% 6 1.4 14.2% 17.2% 0.8 0.3 19.6% 25.2% 0.2 0.2 60% 25.0% 0.2 0.2 2.1 Music 5 1.0 1.2 0.6 1.0 1.4 1.9 50% 0.6 0.2 4 0.2 0.7 Sports 40% 0.3 75.5% 71.3% 64.0% 3 30% 60.4% 57.3% Commercial 53.7% Number ofimpacts, Number 49.0% 47.5% 4.3 4.1 2 4.1 3.8 3.6 4.0 PSB 20% 3.4 3.4 Portfolio 1 Terrestrial 10% Commercial

0%

0

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

101 Lottery & Scratch cards

Among ABC1 Adults, exposure to LSC commercials increased from 1.7bn impacts in 2005 to 3.1bn impacts in 2012, a share of 0.8% of all commercial advertising seen Number of Impacts: Lottery & Scratch cards, ABC1 Adults

0.6% 0.8% 0.7% 0.8% 0.8% 0.7% 0.8% 0.8% %of total imps 78.8% 76.7% 54.5% 42.9% 39.6% 33.8% 33.0% 26.6% % Gambling imps

4.0

bn 3.1 2.9 3.0 2.7 2.7 2.8 2.4 2.1 2.0 1.7

1.0 Number of impacts, of Number

0.0 2005 2006 2007 2008 2009 2010 2011 2012

=120 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

102 Lottery & Scratch cards

The proportion of impacts seen between 0930-1659 increased from 14.9% in 2005 to 27.2% in 2012 while the share seen post-1700 fell over the same period Impacts by daypart: Lottery & Scratch cards, Share of impacts by daypart: Lottery & Scratch ABC1 Adults cards, ABC1 Adults

1.7bn 2.4bn 2.1bn 2.7bn 2.9bn 2.7bn 2.8bn 3.1bn 4 100% 2300-2959 11.4% 11.4% 11.5% 11.7% 12.2% 11.9% 10.6% 9.9%

90% bn 80% 25.8% 3 0.3 29.1% 29.6% 28.7% 28.8% 27.9% 25.7% 26.6% 2100-2259 70% 0.4 0.3 0.3 0.3 0.8 60% 0.3 0.8 0.7 1700-2059 50% 2 0.8 0.7 35.3% 0.2 37.6% 0.7 38.2% 39.6% 0.2 40% 42.0% 42.5% 41.1% 39.9% 0.6 1.1 0.5 30% 1.1 1.0 1.1 0930-1659 Number ofimpacts, Number 1.1 1 1.0 20% 0.8 22.4% 27.2% 0.7 14.9% 16.7% 17.5% 19.4% 21.1% 0.9 10% 14.6% 0.6 0.6 0.6 0600-0929

0.3 0.3 0.5 0% 2.6% 1.9% 2.0% 2.1% 2.3% 2.5% 2.1% 1.8%

0.3

0 0.1 0.1 0.1 0.1 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

103 Lottery & Scratch cards

The volume of LSC impacts seen across the Terrestrial channels remained stable but fell as a share from 72.0% in 2005 to 48.0% in 2012 – over the same period exposure increased across the Portfolio and ‘Other’ channels Impacts by channel group: Lottery & Scratch Share of impacts by channel group: Lottery cards, ABC1 Adults & Scratch cards , ABC1 Adults

1.7bn 2.4bn 2.1bn 2.7bn 2.9bn 2.7bn 2.8bn 3.1bn 4 Other - All other 100% 14.2% 14.6% 17.9% 18.9% Other - Top 90% 21.0% 23.0% 22.7% 20.7% 1.4% 1.2% bn 10 4.5% 4.6% 80% 1.0% 2.4% 2.8% 2.8% 3 (Gambling) 7.2% 10.5% 4.0% 1.1% 3.4%1.2% 4.2% 5.1% 4.1% 0.6 Movies 3.9% 70% 12.5% 0.7 0.5 14.4% 17.1% 18.8% 0.6 60% 23.8% 23.8% 0.6 0.1 Music 0.3 0.1 0.1 2 0.1 0.1 50% 0.1 0.4 0.5 0.7 0.2 0.4 0.5 0.7 Sports 0.2 0.1 40% 0.1 72.0% 68.4% 0.1 0.3 30% 60.8% Commercial 56.7% 54.7% 53.1% Number ofimpacts, Number 49.0% 48.0% 1 PSB 20% 1.6 1.5 1.6 1.5 1.3 1.3 1.4 1.4 Portfolio Terrestrial 10% Commercial

0%

0

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

104 Lottery & Scratch cards

LSC impacts increased from 2.8bn in 2005 to 5.3bn in 2012 among C2DE Adults – an increase of 89%

Number of Impacts: Lottery & Scratch cards, C2DE Adults

0.6% 0.8% 0.7% 0.8% 0.8% 0.8% 0.8% 0.9% %of total imps 78.1% 75.8% 53.8% 42.6% 38.6% 33.3% 32.2% 27.5% % Gambling imps 6.0

5.3

bn 5.0 4.6 4.3 4.3 4.1 4.0 3.7 3.3 3.0 2.8

2.0

Number of impacts, of Number 1.0

0.0 2005 2006 2007 2008 2009 2010 2011 2012

=229 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

105 Lottery & Scratch cards

The proportion of LSC impacts seen between 0930-1659 increased from 17.6% in 2005 to 30.5% in 2012 as the proportion seen between 1700-2059 fell from 45.7% to 35.1% over the same period Impacts by daypart: Lottery & Scratch cards, Share of impacts by daypart: Lottery & Scratch C2DE Adults cards, C2DE Adults

2.8bn 3.7bn 3.3bn 4.1bn 4.3bn 4.3bn 4.6bn 5.3bn 6 100% 2300-2959 10.0% 10.0% 10.4% 10.5% 11.1% 11.7% 10.4% 10.2%

90%

bn 5 0.5 80% 23.9% 24.7% 24.2% 25.2% 24.1% 22.0% 22.6% 22.3% 0.5 2100-2259 70% 0.5 0.5 1.2 4 0.4 0.4 1.0 60% 1.0 1.0 0.3 1.0 1700-2059 50% 35.1% 3 38.5% 40.6% 0.9 45.7% 43.3% 42.0% 40.3% 0.3 0.8 1.8 40% 46.3% 0.7 1.9 2 1.8 1.7 30% 1.7 0930-1659 Number ofimpacts, Number 1.7 1.4 20% 30.5% 1.3 22.2% 24.8% 23.7% 1 1.6 10% 17.6% 17.0% 20.0% 20.2% 1.1 1.1 0600-0929 0.8 1.0

0.5 0.6 0.7 0% 2.8% 1.9% 2.1% 2.1% 2.4% 2.9% 2.8% 1.9%

0 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

106 Lottery & Scratch cards

The volume of LSC impacts seen across the Terrestrial channels remained fairly consistent between 2005 and 2012 but fell as a share of total exposure to LSC advertising as the volume and share of impacts increased across the Portfolio and ‘Other’ channels Impacts by channel group: Lottery & Scratch Share of impacts by channel group: Lottery cards, C2DE Adults & Scratch cards, C2DE Adults

2.8bn 3.7bn 3.3bn 4.1bn 4.3bn 4.3bn 4.6bn 5.3bn 6 Other - All other 100% 11.7% 13.0% 17.9% 17.5% 18.4% 19.5% 18.4% Other - Top 90% 19.8% 2.8% 2.9% bn 5 1.0 10 80% 5.7% 2.6% (Gambling) 9.0% 2.6% 2.2% 2.9% 2.8% Movies 11.8% 2.4% 0.8 70% 14.1% 17.2% 4 0.8 0.9 0.1 20.1% 0.8 60% 26.0% 25.7% 0.5 0.1 Music 0.1 0.1 0.1 0.1 1.4 3 0.6 0.7 50% 0.3 0.6 0.9 1.2 0.3 0.1 Sports 40% 0.1 0.4 77.8% 73.2% 0.2 66.0% 2 30% 62.9% 59.0% Commercial 54.1% Number ofimpacts, Number 49.0% 47.3% 2.7 PSB 20% 2.6 2.6 2.3 2.5 1 2.2 2.2 2.3 Portfolio Terrestrial 10% Commercial

0%

0

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

107 Lottery & Scratch cards

LSC impacts accounted for 0.5% of all advertising seen by Children in 2012, with exposure increasing from 385m impacts in 2005 to 531m impacts in 2012 Number of Impacts: Lottery & Scratch cards, Children 4-15

0.4% 0.5% 0.4% 0.5% 0.6% 0.5% 0.5% 0.5% %of total imps 80.4% 78.2% 57.8% 46.5% 45.6% 37.3% 36.1% 29.8% % Gambling imps 600.0 555 531 497 511 493 504 500.0 412 miilions 385 400.0

300.0

200.0

100.0

Number of impacts, of Number 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=63 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

108 Lottery & Scratch cards

The largest share of LSC impacts was seen between 1700-2059, accounting for 41.4% of impacts compared with 35.1% among Adults – exposure during this daypart declined as a share of all exposure as impacts during the 0930-1659 slot increased between 2005 and 2012 Impacts by daypart: Lottery & Scratch cards, Share of impacts by daypart: Lottery & Scratch Children 4-15 cards, Children 4-15

385m 497m 412m 511m 555m 493m 504m 531m 600 100%

6.2% 6.0% 2300-2959 6.8% 6.8% 7.3% 6.7% 8.1% 6.7% 37 90% 32 500 32 23.5% 22.2% 23.2% 22.7% 22.5% 22.5% 21.2% 34 40 34 80% 23.6% 125 113 2100-2259 116 113 70% 400 110 30 116 26 60% 95 90 1700-2059 50% 41.4% 300 50.1% 48.1% 43.0% 47.0% 220 52.7% 53.0% 50.4% 267 40% 256 212 237 263 30% 200 208 0930-1659 203 20%

Number ofmillions impacts, Number 29.5% 20.3% 22.6% 21.6% 100 156 10% 14.4% 15.7% 16.9% 18.5% 95 113 111 109 0600-0929

56 78 70 0% 2.6% 2.3% 2.3% 2.4% 2.4% 2.7% 2.2% 1.9%

0 10 11 9 12 13 13 11 10

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

109 Lottery & Scratch cards

In 2012, Music channels accounted for 8.3% of all LSC impacts among Children compared with 2.9% among Adults – the PSB- owned channels accounted for lower shares of impacts Impacts by channel group: Lottery & Scratch Share of impacts by channel group: Lottery cards, Children 4-15 & Scratch cards , Children 4-15

385m 497m 412m 511m 555m 493m 504m 531m 600 Other - All 100%

other 18.3% 19.8% 19.9% 19.7% Other - Top 90% 23.3% 25.6% 26.1% 22.1% 500 10 145 117 80% 3.6% 99 (Gambling) 4.3% 3.5% 6.6% 7.9% 98 131 98 Movies 4.6% 2.8% 2.9% 70% 6.8% 3.9% 3.3% 3.7% 3.5% 4.0% 8.3% 400 20 11.1% 2.6% 3.4% 18 15 40 44 13.8% 23 96 15 33 60% 15.1% 20.1% 70 17 17 20 18 Music 18.8% 21.5% 55 21.3% 14 11 77 104 50% 300 17 16 99 108 113 26 57 Sports 40% 66.2% 200 30% 60.0% Commercial 55.4% 52.0% 298 47.9% 49.0% 45.5% 255 266 266 PSB 20% 42.6%

Number ofmillions impacts, Number 242 100 228 230 226 Portfolio Terrestrial 10% Commercial

0%

0

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

110 Lottery & Scratch cards

Among older children, exposure to LSC advertising increased from 236m impacts in 2005 to 323m impacts in 2012 – with a peak of 347m impacts in 2009 Number of Impacts: Lottery & Scratch cards, Children 10-15 0.5% 0.6% 0.5% 0.6% 0.7% 0.6% 0.6% 0.7% %of total imps 81.0% 78.6% 58.1% 46.7% 46.2% 38.0% 36.6% 29.7% % Gambling imps

400 347 313 323 299 310 299 300 254 236

200

100 Number of impacts, millions impacts, of Number 0 2005 2006 2007 2008 2009 2010 2011 2012

=78 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

111 Lottery & Scratch cards

The greatest increase in exposure was seen during the 0930-1659 daypart as impacts increased from 32m in 2005 to 91m in 2012 – the share of impacts seen during this slot increased as the proportion seen between 1700-2059 fell Impacts by daypart: Lottery & Scratch cards, Share of impacts by daypart: Lottery & Scratch Children 10-15 cards, Children 10-15 236m 299m 254m 310m 347m 299m 313m 323m 400 100% 2300-2959 7.9% 8.0% 8.5% 7.0% 7.6% 9.4% 7.8% 6.9% 90% 26 25.7% 24.9% 24.3% 22 80% 27.0% 25.4% 26.3% 26.6% 24.8% 300 22 24 2100-2259 24 86 28 70% 79 22 80 78 60% 19 76 79 200 67 1700-2059 50% 38.8% 64 46.9% 45.0% 40.0% 44.1% 40% 49.3% 49.3% 47.0% 156 125 146 138 147 119 0930-1659 30% 119 100 116 20% Number ofmillions impacts, Number 28.3% 18.1% 20.2% 21.6% 21.2% 91 10% 13.4% 14.9% 16.1% 56 70 64 66 0600-0929

32 45 41 0% 2.3% 2.2% 2.2% 2.4% 2.3% 2.4% 2.1% 1.6%

0 5 7 5 7 8 7 6 5

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

112 Lottery & Scratch cards

While the proportion of LSC impacts seen by 10-15 year olds across the Portfolio channels increased from 7.0% in 2005 to 21.9% in 2012, the fall in share across the Terrestrial channels led to an overall fall in share across the PSB-owned channels - Music channels accounted for 9.0% of impacts Impacts by channel group: Lottery & Scratch Share of impacts by channel group: Lottery cards, Children 10-15 & Scratch cards , Children 10-15

236m 299m 254m 310m 347m 299m 313m 323m 400 Other - All 100%

other 18.1% 20.2% Other - Top 90% 23.1% 25.8% 25.5% 20.4% 20.8% 23.6% 10 80% 4.0% 88 (Gambling) 4.0% 300 4.3% 4.6% 3.0% 7.5% 8.9% 65 76 Movies 70% 7.0% 4.0% 3.2% 4.0% 3.4% 9.0% 60 80 61 3.1% 2.4% 3.8% 11.7% 3.4% 14 60% 14.5% 12 8 28 Music 16.2% 19.9% 21.5% 14 59 10 22 29 22.3% 43 10 10 12 11 50% 21.9% 200 35 69 10 50 10 64 70 Sports 17 37 71 40% 65.8% 30% 58.5% Commercial 54.5% 50.6% 100 47.2% 46.3% 42.7% 175 164 PSB 20% 39.8% Number ofmillions impacts, Number 155 157 139 138 134 129 Portfolio Terrestrial 10% Commercial

0%

0

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

113 Advertising Activity: Gambling exc. Lottery & S/C

114 Summary

Advertising Activity: Gambling exc. Lottery & S/C Commercial Spots

• The volume of GexLSC spots aired increased from 27k in 2005 to 1.0m in 2012, with an increase of 41% between 2011 and 2012 .

• The majority of GexLSC advertising was shown post-2100, accounting for 54.6% of spots in 2012 - the volume and share of commercials shown between 0930-1659 increased between 2005 and 2012.

• The greatest proportion of GexLSC spots were shown across ‘Other’ channels in 2012, although this share fell between 2006 and 2012 as advertising across the Music and ‘Top 10 Other’ channels increased.

115 Summary

Advertising Activity: Gambling exc. Lottery & S/C Impacts

• Adult exposure to GexLSC advertising rose from 1.2bn impacts in 2005 to 22.5bn impacts in 2012, accounting for 2.4% of all commercial advertising seen. • ABC1 Adult impacts: 0.5bn in 2005 to 8.6bn in 2012 • C2DE Adult impacts: 0.8bn in 2005 to 13.9bn in 2012 • Children: 94m impacts in 2005 to 1.3bn in 2012 • Children 10-15: 55m impacts in 2005 to 764m impacts in 2012

• The volume of GexLSC impacts increased across all dayparts between 2011 and 2012 with the greatest proportion seen between 0930-1659 – the share seen post-2100 increased between 2005 and 2012 as the share seen between 1700-2059 fell. • Amongst Children, while the greatest share of GexLSC impacts was seen between 0930-1659, the proportion seen post-2100 stood at 36.9% in 2012. Compared with Adults, a greater share of 2012 impacts was seen between 1700-2259.

• The volume of GexLSC advertising seen across all PSB-owned channels increased each year across the analysis period – although the share of impacts represented by these channels fell (as a result of a reduced share of impacts across the Terrestrial channels) as impacts increased across the Sports channels. • Compared with Adults, a greater proportion of Child GexLSC impacts were seen across the Music and ‘Other’ channels and a lower proportion was seen across the Terrestrial channels.

116 Gambling exc. Lottery & S/C

The volume of GexLSC spots aired increased from 27k in 2005 to 1.0m in 2012, with an increase of 41% between 2011 and 2012

Number of Spots (000s): Gambling exc. Lottery & S/C

0.2% 0.2% 0.5% 1.2% 1.2% 1.5% 2.2% 3.0% Share of total commercial spots 1200

1,034 1000

800 731

600 497 372 388 400

Number of spots, 000s spots, of Number 200 128 27 46 0 2005 2006 2007 2008 2009 2010 2011 2012 +69% +178% +191% +4% +28% +47% +41% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

117 Gambling exc. Lottery & S/C

The majority of GexLSC advertising was shown post-2100, accounting for 54.6% of spots in 2012 - the volume and share of commercials shown between 0930-1659 increased between 2005 and 2012

Spots by daypart: Gambling exc. Lottery & S/C Share of spots by daypart: Gambling exc. Lottery & S/C

27k 46k 128k 372k 388k 497k 731k 1,034k

1200 100% 2300-2959 90% 24.0% 1000 28.5% 33.8% 31.1% 80% 40.5% 42.8% 42.2% 41.5% 2100-2259 9.6% 800 429 70% 16.8% 60% 14.8% 15.2% 15.2% 1700-2059 13.5% 13.1% 600 308 50% 12.1% 12.4% 136 22.6% 19.6% 40% 19.9% 11.4% 8.4% 8.4% 8.7% 400 213 91 0930-1659 30% 89 157 45.8% 36 60 25.0% 31.8% 32.0% 200 52 330 20% 24.2% 23.7% 29.5% 33.1% 233 0600-0929 40 170 114 164 10% Number of commercial spots (000s)spots ofcommercial Number 9.2%

0 32 20 20 18 38 49 7.9% 7.8% 5.3% 5.1% 3.6% 5.2% 4.8%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

118 Gambling exc. Lottery & S/C

The greatest proportion of GexLSC spots was shown across ‘Other’ channels in 2012 - this share fell between 2006 and 2012 as advertising across the Music and ‘Top 10 Other’ channels increased Spots by channel group: Gambling exc. Lottery Share of spots by channel group: Gambling exc. & S/C Lottery & S/C

27k 46k 128k 372k 388k 497k 731k 1,034k

1200 Other - All other 100% Other - Top 90% 1000 10 (Gambling) 80% 45.7% Movies 53.8% 50.9% 49.1% 70% 56.8% 60.0% 57.9% 800 472 66.9% Music 60% 600 50% 9.0% 359 8.8% Sports 3.3% 7.9% 5.8% 4.0% 8.6% 40% 6.4% 5.6% 7.4% 8.1% 400 88 10.3% 253 4.9% 8.0% Commercial 30% 15.6% 8.8% 14.0% 225 59 213 8.9% 6.6% 18.3% 20.6% 223 PSB 13.0% 7.6% 200 Portfolio 20% 37 134 Terrestrial 7.5% 11.5% 10.7% 70 89 16.8% 6.7% 7.6% 8.7% 8.6% 73 53 64 Commercial 10% 6.4% Number of commercial spots (000s)spots ofcommercial Number 44 66 7.2% 8.1% 8.6% 7.5% 6.3%

0 30 33 37 42 3.3% 5.7%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

119 Gambling exc. Lottery & S/C

Adult exposure to GexLSC advertising rose from 1.2bn impacts in 2005 to 22.5bn impacts in 2012, accounting for 2.4% of all commercial advertising seen Number of Impacts: Gambling exc. Lottery & S/C, Adults

0.2% 0.2% 0.6% 1.0% 1.3% 1.5% 1.6% 2.4% %of total imps 21.6% 23.8% 45.9% 57.3% 61.0% 66.5% 67.5% 72.8% % Gambling imps 25.0

22.5 bn 20.0

15.3 15.0 13.9 11.3 10.0 9.0

4.6 Number of impacts, of Number 5.0 1.2 1.9 0.0 2005 2006 2007 2008 2009 2010 2011 2012 =459 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

120 Gambling exc. Lottery & S/C

The volume of GexLSC impacts increased across all dayparts between 2011 and 2012 with the greatest proportion seen between 0930-1659 – the share seen post-2100 increased between 2005 and 2012 as the share seen between 1700-2059 fell Impacts by daypart: Gambling exc. Lottery & Share of impacts by daypart: Gambling exc. S/C, Adults Lottery & S/C, Adults

1.2bn 1.9bn 4.6bn 9.0bn 11.3bn 13.9bn 15.3bn 22.5bn 25 100% 2300-2959 9.2% 12.5% 12.4% 16.5% 90% 18.9% 19.8% 19.4% 21.0%

bn 20 4.7 80% 22.8% 2100-2259 21.8% 22.4% 18.9% 70% 20.1% 18.5% 17.1% 18.7% 4.2 15 60% 3.0 2.8 1700-2059 25.7% 21.4% 21.4% 50% 39.7% 29.7% 21.8% 2.6 4.9 36.9% 27.1% 10 2.1 2.6 40% 1.5 2.3 3.3 0930-1659 1.7 3.0 30% Number ofimpacts, Number 5 3.1 28.8% 35.4% 38.1% 40.4% 2.3 8.2 20% 22.1% 30.2% 36.6% 1.0 6.2 23.5% 5.3 0600-0929 1.4 3.2 3.4 10% 0.7 1.3

0 4.8% 6.7% 6.7% 3.6% 3.7% 2.2% 1.8% 1.9%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

121 Gambling exc. Lottery & S/C

The volume of GexLSC advertising seen across the PSB-owned channels increased to 13.1bn Adult impacts in 2012 – this fell as a share to 58.0% of GexLSC impacts as exposure across the Sports channels has increased Impacts by channel group: Gambling exc. Share of impacts by channel group: Gambling Lottery & S/C, Adults exc. Lottery & S/C, Adults

1.2bn 1.9bn 4.6bn 9.0bn 11.3bn 13.9bn 15.3bn 22.5bn 25 Other - All other 100%

90% 20.8% 22.3% 21.8% 22.7% Other - Top 24.3% 28.8% 25.4% 25.9%

bn 10 20 5.8 80% (Gambling) 5.3% 1.0% 1.8% Movies 4.1% 5.8% 6.3% 70% 4.1% 1.0% 9.1% 2.2% 2.4% 6.7% 11.0% 5.4% 9.8% 9.7% 15 60% 16.8% 2.2 Music 17.1% 3.9 17.0% 3.2 50% 17.4% 19.2% 4.3 Sports 10 2.5 1.5 40% 1.3 67.8% 62.2% 2.6 0.7 2.4 2.7 30% 57.8% Commercial 52.6% Number ofimpacts, Number 1.9 45.2% 47.0% 0.5 PSB 20% 41.3% 38.8% 5 1.5 1.0 8.7 Portfolio 0.5 5.9 6.5 6.3 Terrestrial 10% 4.1 Commercial

2.6 0%

0 1.2

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

122 Gambling exc. Lottery & S/C

GexLSC impacts accounted for 2.3% of all television advertising seen by ABC1 Adults with impacts increasing from 0.5bn in 2005 to 8.6bn in 2012 Number of Impacts: Gambling exc. Lottery & S/C, ABC1 Adults

0.2% 0.2% 0.5% 1.0% 1.2% 1.4% 1.5% 2.3% %of total imps 21.2% 23.3% 45.5% 57.1% 60.4% 66.2% 67.0% 73.4% % Gambling imps

9.0 8.6

bn 8.0 7.0 5.6 6.0 5.3 5.0 4.4 4.0 3.5 3.0

Number of impacts, of Number 2.0 1.7 1.0 0.5 0.7 0.0 2005 2006 2007 2008 2009 2010 2011 2012 =331 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

123 Gambling exc. Lottery & S/C

While a third of all GexLSC impacts were seen between 0930-1659, this share fell between 2011 and 2012 as the share seen post-2100 increased Impacts by daypart: Gambling exc. Lottery & Share of impacts by daypart: Gambling exc. S/C, ABC1 Adults Lottery & S/C, ABC1 Adults

0.5bn0.7bn 1.7bn 3.5bn 4.4bn 5.3bn 5.6bn 8.6bn 9 100% 2300-2959 9.9% 13.5% 13.4% 17.4% 8 20.7% 20.3% 20.5%

1.8 90% 21.2% bn 7 80% 25.7% 2100-2259 24.4% 25.3% 70% 21.3% 20.0% 18.9% 6 1.8 22.1% 20.8% 60% 5 1.2 1.1 1700-2059 50% 25.9% 21.8% 21.9% 4 0.9 1.1 1.9 38.0% 35.9% 29.9% 26.2% 22.3% 1.1 40% 0.6 3 1.0 1.2 0930-1659 0.8 1.1 30%

Number ofimpacts, Number 2 1.2 0.9 2.9 20% 25.2% 32.1% 35.8% 37.0% 33.9% 0.4 21.6% 19.8% 27.5% 1 1.9 2.1 0600-0929 0.5 1.1 1.2 10% 0.4 0 4.8% 6.4% 6.4% 3.3% 3.5% 2.0% 1.6% 1.7%

0%

5 6 7 8 9 0 2

200 200 200 200 200 201 201

2011

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

124 Gambling exc. Lottery & S/C

The volume of GexSC impacts seen across the Terrestrial channels increased from 2.2bn in 2011 to 3.2bn in 2012 – although the proportion of impacts delivered across this channel group fell year-on-year as the proportion seen on the Portfolio channels increased Impacts by channel group: Gambling exc. Share of impacts by channel group: Gambling Lottery & S/C, ABC1 Adults exc. Lottery & S/C, ABC1 Adults

0.5bn 0.7bn 1.7bn 3.5bn 4.4bn 5.3bn 5.6bn 8.6bn 9 Other - All other 100%

8 Other - Top 90% 23.8% 24.9% 24.7% 24.3% 26.2% 28.1% 32.0% 26.7% bn 2.3 10 80% 7 (Gambling) Movies 1.1% 1.8% 70% 6.4% 7.7% 8.8% 2.3% 2.3% 6 4.6% 5.1% 1.2% 11.7% 60% 7.2% 7.1% 13.8% 13.3% 1.1 Music 11.1% 16.3% 5 1.5 15.2% 1.3 50% 17.1% 15.4% 17.6% 4 1.1 1.5 Sports 40% 0.6 0.8 0.4 62.9% 3 1.1 0.8 30% 56.9% 0.9 Commercial 53.0% Number ofimpacts, Number 0.7 47.8% 44.9% 2 0.2 PSB 20% 40.2% 38.7% 36.6% 0.4 0.6 3.2 Portfolio 1 2.1 2.4 2.2 Terrestrial 10% 1.4 Commercial

0.9 0%

0 0.3 0.4

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

125 Gambling exc. Lottery & S/C

Among C2DE Adults, exposure to GexLSC advertising increased from 0.8bn impacts in 2005 to 13.9bn impacts in 2012, with a 4.2bn increase in impacts between 2011 and 2012 Number of Impacts: Gambling exc. Lottery & S/C, C2DE Adults

0.2% 0.3% 0.6% 1.1% 1.3% 1.5% 1.6% 2.4% %of total imps 21.9% 24.2% 46.2% 57.4% 61.4% 66.7% 67.8% 72.5% % Gambling imps 13.9

14.0 bn 12.0 9.7 10.0 8.7 8.0 6.9 6.0 5.5

4.0 Number of impacts, of Number 2.8

2.0 0.8 1.2 0.0 2005 2006 2007 2008 2009 2010 2011 2012 =603 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

126 Gambling exc. Lottery & S/C

Over the analysis period the proportion of GexLSC impacts seen between 1700-2059 fell to 21.4% as the share seen between both 0930-1659 and post-2100 increased to 38.3% Impacts by daypart: Gambling exc. Lottery & Share of impacts by daypart: Gambling exc. S/C, C2DE Adults Lottery & S/C, C2DE Adults

0.8bn 1.2bn 2.8bn 5.5bn 6.9bn 8.7bn 9.7bn 13.9bn 14 100% 2300-2959 8.9% 12.0% 11.9% 15.8% 17.7%

18.7% 12 2.9 90% 19.5% 20.8%

bn 21.0% 80% 20.2% 20.7% 2100-2259 17.4% 16.0% 10 2.4 70% 18.8% 17.6% 17.5% 1.8 8 1.7 60% 1700-2059 29.5% 25.5% 21.2% 21.1% 1.5 3.0 50% 40.7% 37.5% 27.6% 21.4% 6 1.2 1.5 0.9 1.3 2.0 40% 1.8 4 1.0 0930-1659 30% 1.9 Number ofimpacts, Number 1.4 5.3 31.1% 37.4% 39.4% 42.3% 0.3 20% 23.6% 31.9% 38.3% 2 0.6 3.4 4.1 24.6% 0.8 2.1 2.2 0600-0929 10% 0.9

0 4.8% 6.8% 6.9% 3.8% 3.9% 2.3% 1.9% 2.0%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

127 Gambling exc. Lottery & S/C

The volume of GexLSC impacts seen by C2DE Adults increased across all channel groups between 2011 and 2012 with a 2.5m increase across PSB-owned channels and a increase in the share of impacts seen across the Portfolio channels to 20.3% Impacts by channel group: Gambling exc. Share of impacts by channel group: Gambling Lottery & S/C, C2DE Adults exc. Lottery & S/C, C2DE Adults

0.8bn 1.2bn 2.8bn 5.5bn 6.9bn 8.7bn 9.7bn 13.9bn 14 Other - All other 100%

90% 18.9% 20.7% 20.0% 12 3.5 Other - Top 22.0% 26.8% 21.8% 24.9% 25.3% bn 10 80% (Gambling) 4.6% 4.8% 1.7% Movies 3.8% 3.5% 4.6% 10 70% 7.5% 2.1% 2.5% 0.3 6.5% 10.9% 4.3% 1.0 17.1% 7.5% 7.4% 2.4 60% 8 Music 16.9% 18.2% 1.9 18.5% 2.8 50% 20.3% 0.2 0.2 6 1.4 0.7 0.7 Sports 40% 70.8% 0.3 1.6 1.8 65.3% 1.5 1.2 30% 60.7% 4 Commercial 55.6% Number ofimpacts, Number 0.2 48.5% 48.3% PSB 20% 42.8% 40.1% 0.9 5.6 0.6 Portfolio 2 0.3 3.8 4.2 4.1 Terrestrial 10% 2.7 Commercial

1.7 0%

0 0.6 0.8

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

128 Gambling exc. Lottery & S/C

GexLSC impacts accounted for 1.3% of all television advertising seen by Children in 2012 compared with 2.4% of advertising seen by Adults – the volume of impacts increased from 94m to 1.3bn over the analysis period Number of Impacts: Gambling exc. Lottery & S/C, Children 4-15

0.1% 0.1% 0.3% 0.6% 0.7% 0.8% 0.9% 1.3% %of total imps

19.6% 21.8% 42.2% 53.5% 54.4% 62.7% 63.9% 70.2% % Gambling imps

1400 1,251 1200

1000 892 828 800 662 587 600

400 301 139 Number of impacts, millions impacts, of Number 200 94 0 2005 2006 2007 2008 2009 2010 2011 2012 =148 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

129 Gambling exc. Lottery & S/C

While the greatest share of GexLSC impacts was seen between 0930- 1659, the proportion seen post-2100 stood at 36.9% in 2012 – compared with Adults, a greater share of 2012 impacts was seen between 1700- 2259 Impacts by daypart: Gambling exc. Lottery & Share of impacts by daypart: Gambling exc. S/C, Children 4-15 Lottery & S/C, Children 4-15

94m 139m 301m 587m 662m 828m 892m 1251m 1400 100% 2300-2959 6.5% 8.2% 9.3% 12.3% 13.6% 15.8% 15.3% 15.7% 1200 90% 196 22.3% 21.3% 80% 22.6% 20.0% 1000 2100-2259 21.7% 21.9% 20.1% 21.2% 265 70% 136 60% 800 131 1700-2059 31.6% 27.4% 180 50% 47.9% 46.1% 37.0% 34.5% 27.2% 27.1% 600 90 181 339 72 40% 144 118 245 400 225 0930-1659 30% 185 229 68 423 20% 24.7% 32.5% 33.2% 35.2% 33.8% Number ofmillions impacts, Number 26.1% 200 17.9% 18.0% 275 314 0600-0929 30 111 191 172 10% 45 64 74

0 21 27 16 17 28 5.4% 6.4% 6.3% 3.6% 4.1% 1.9% 1.9% 2.2%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

130 Gambling exc. Lottery & S/C

The share of GexLSC impacts seen by Children across the Terrestrial channels stood at 32.9% in 2012, compared with 38.9% amongst Adults – 7.4% were seen across the Music channels compared with 2.4% amongst Adults Impacts by channel group: Gambling exc. Share of impacts by channel group: Gambling Lottery & S/C, Children 4-15 exc. Lottery & S/C, Children 4-15

94m139m 301m 587m 662m 828m 892m 1251m 1400 Other - All 100%

other 90% 22.9% 24.6% 21.7% 22.3% 1200 Other - Top 26.6% 30.1% 25.1% 27.3% 10 80% 342 (Gambling) 2.2% Movies 2.0% 2.7% 5.2% 1000 70% 5.6% 2.8% 6.5% 6.3% 5.1% 4.1% 6.4% 3.1% 9.9% 7.4% 7.4% 5.7% 93 60% 13.6% 20.8% 12.1% 800 224 Music 10.9% 184 17.6% 136 50% 19.6% 16.7% 600 144 43 56 Sports 40% 17.8% 82 108 223 177 43 62.5% 146 30% 56.9% 400 149 Commercial 50.5% 33 138 46.8% 43.3% PSB 20% 38.5% 36.2% Number ofmillions impacts, Number 74 115 32.9% 200 411 Portfolio 41 310 358 323 Terrestrial 10% 37 226 Commercial

152 0%

0 59 79

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

131 Gambling exc. Lottery & S/C

Exposure to GexLSC advertising amongst older children increased from 55m impacts in 2005 to 764m impacts in 2012, representing 1.6% of all television advertising seen Number of Impacts: Gambling exc. Lottery & S/C, Children 10-15

0.1% 0.2% 0.4% 0.7% 0.8% 1.0% 1.1% 1.6% %of total imps 19.0% 21.4% 41.9% 53.3% 53.8% 62.0% 63.4% 70.3% % Gambling imps 764 800

600 542 487 404 400 354

183 200 81

55 Number of impacts, millions impacts, of Number 0 2005 2006 2007 2008 2009 2010 2011 2012 =184 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

132 Gambling exc. Lottery & S/C

In 2012, 41.9% of GexLSC impacts were seen post-2100, an increase from 39.7% in 2011 - compared with Adults, a greater share of 2012 impacts was seen between 1700-2259 Impacts by daypart: Gambling exc. Lottery & Share of impacts by daypart: Gambling exc. S/C, Children 10-15 Lottery & S/C, Children 10-15

55m 81m 183m 354m 404m 487m 542m 764m

800 100% 2300-2959 7.7% 9.7% 11.1% 14.1% 15.2% 17.4% 18.1% 700 138 90% 18.6% 80% 25.4% 24.7% 600 25.6% 22.3% 2100-2259 23.9% 22.4% 181 70% 24.6% 23.7% 500 94 60% 90 1700-2059 400 121 50% 29.1% 61 34.6% 25.8% 25.1% 50 120 192 45.3% 43.3% 32.4% 24.8% 300 97 40% 79 140 0930-1659 30% 200 121 20 103 131 47 20% 31.0% 32.8% Number ofmillions impacts, Number 237 22.8% 24.5% 30.4% 31.0% 100 178 16.8% 16.8% 20 63 110 99 148 0600-0929 10% 25 35 42

0 14 4.7% 5.4% 5.9% 3.4% 4.0% 1.7% 1.7% 2.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

133 Gambling exc. Lottery & S/C

Compared with Adults, a higher proportion of 10-15 year old impacts were seen across the Music (8.3% vs. 2.4%) and ‘Other’ channels (29.7% vs. 25.9%) with a notably lower share seen across the Terrestrial channels (29.5% vs. 38.8%) Impacts by channel group: Gambling exc. Share of impacts by channel group: Gambling Lottery & S/C, Children 10-15 exc. Lottery & S/C, Children 10-15

55m 81m 183m 354m 404m 487m 542m 764m Other - All 800 100%

other 700 Other - Top 90% 23.9% 26.1% 23.0% 24.6% 29.1% 31.7% 26.6% 29.7% 227 10 80% (Gambling) 600 Movies 2.4% 2.3% 70% 5.3% 3.1% 6.4% 5.8% 3.4% 6.1% 7.3% 5.4% 4.3% 3.6% 10.0% 8.3% 500 64 60% 5.6% 144 Music 7.3% 14.1% 21.5% 11.9% 120 10.6% 81 50% 18.6% 400 20.9% 93 40 17.2% 28 Sports 40% 18.2% 300 112 49 65 139 26 30% 61.0% 87 91 93 Commercial 53.9% 20 48.3% 44.8% 200 PSB 20% 39.1%

Number ofmillions impacts, Number 48 74 35.1% 33.4% Portfolio 29.5% 226 100 26 181 191 181 Terrestrial 10% 24 124 Commercial

88 0%

0 34 44

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

134 Advertising Activity: Bingo

135 Summary

Advertising Activity: Bingo Commercial Spots

• The number of Bingo commercials broadcast rose from 21k spots in 2005 to 532k in 2012 with advertising steadily rising following a drop in 2009.

• The majority of Bingo commercials were shown during the daytime, with 69.2% of spots shown between 0600-1659 in 2012.

• Almost half of all Bingo spots were shown across ‘Other’ channels – although this share has fallen over the years as volume has increased across Music and the ‘Top 10 Other’ channels.

136 Summary

Advertising Activity: Bingo Bingo • Exposure to Bingo advertising increased ten-fold between 2005 and 2012 with 12.7bn impacts representing 1.3% of all television advertising seen by Adults. • ABC1 Adult impacts: 0.4bn in 2005 to 4.5bn in 2012 • C2DE Adult impacts: 0.7bn in 2005 to 8.3bn in 2012 • Children: 87m impacts in 2005 to 723m in 2012 • Children 10-15: 51m impacts in 2005 to 418m impacts in 2012

• With the majority of spots broadcast during the daytime (0930-1659), the majority of exposure also takes place during this daypart – although a greater proportion of impacts were seen between 1700- 2059 compared with the proportion of spots shown during the slot. • Compared against Adults, a lower proportion of Child Bingo impacts were seen during the daytime with a higher proportion seen between 1700-2300– although it should be noted that the volume of Child Bingo impacts is significantly lower.

• Almost half of all Bingo advertising seen by adult groups was on the Terrestrial channels, with a further fifth on the Portfolio channels – the overall share represented by PSB-owned channels fell between 2009 and 2012 as exposure across the ‘Other’ channels increased. • Between 2010 and 2012, the volume of Bingo impacts seen by Children increased across all channel groups. The share of impacts seen across Music channels and ‘Other’ channels is considerably higher compared with Adults, while the share seen across the Terrestrial channels is lower. 137 Bingo

The number of Bingo commercials broadcast rose from 21k spots in 2005 to 532k in 2012 with advertising steadily rising following a drop in 2009 Number of Spots(000s): Bingo

0.1% 0.2% 0.4% 0.9% 0.7% 0.8% 1.1% 1.6% Share of total commercial spots 600

532

500

400 368 302 300 255 220 200 107

Number of spots, 000s spots, of Number 100 21 38 0 2005 2006 2007 2008 2009 2010 2011 2012 +85% +179% +181% -27% +16% +44% +45% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

138 Bingo

The majority of Bingo commercials were shown during the daytime, with 69.2% of spots shown between 0600-1659 in 2012

Spots by daypart: Bingo Share of spots by daypart: Bingo

21k 38k 107k 302k 220k 255k 368k 532k

600 100% 7.5% 2300-2959 13.2% 10.8% 9.6% 90% 16.4% 5.2% 24.6% 5.6% 5.4% 500 51 27.7% 33.0% 6.1% 29 80% 7.8% 15.8% 15.9% 2100-2259 15.1% 84 70% 18.3% 400 13.6% 18.0% 17.0% 27 60% 15.5% 19 1700-2059 300 40 58 50% 22.4% 21.8% 18 28 20.5% 62.0% 55 14 40% 62.4% 60.6% 200 36 38 322 55.9% 17 0930-1659 30% 49.7% 40 228 28.7% 20% 24.7% 22.6% 100 26 169 159 15 110 24 0600-0929 10%

Number of commercial spots (000s)spots ofcommercial Number 31 46 8.7% 10.7% 9.6% 8.6%

0 20 18 16 35 8.4% 6.5% 8.1% 6.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

139 Bingo

Almost half of all Bingo spots were shown across ‘Other’ channels – this share has fallen over the years as volume has increased across Music and the ‘Top 10 Other’ channels Spots by channel group: Bingo Share of spots by channel group: Bingo

21k 38k 107k 302k 220k 255k 368k 532k Other - All 600 other 100%

Other - Top 90% 500 10 80% (Gambling) 49.4% Movies 57.5% 52.5% 263 70% 62.8% 59.5% 64.0% 400 70.3% 65.5% 60% Music 300 50% 193 11.1% 59 10.0% Sports 40% 4.7% 8.6% 200 193 4.4% 6.4% 7.5% 147 40 30% 11.0% 7.8% 7.0% 7.5% 37 6.8% 5.9% 144 Commercial 9.4% 24 107 9.0% 20.7% 20.1% 100 23 22 PSB 20% 9.6% 15.1% 14.6% 64 19 76 20.3% 7.4% 5.6% 28 Portfolio 10% 8.0% 22 20 37 Terrestrial 10.1% 9.0% Number of commercial spots (000s)spots ofcommercial Number 27 30 42 3.2% 3.6% 6.7% 7.6% 8.0% 7.8%

0 23 22 23 Commercial

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. . ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

140 Bingo

Exposure to Bingo advertising increased ten-fold between 2005 and 2012 with 12.7bn impacts representing 1.3% of all television advertising seen by Adults Number of Impacts: Bingo, Adults

0.2% 0.2% 0.5% 0.8% 0.9% 0.9% 1.0% 1.3% %of total imps 20.1% 22.3% 38.2% 41.7% 42.0% 39.4% 41.7% 41.2% % Gambling imps 14.0

12.7

bn 12.0

10.0 9.5 8.3 7.8 8.0 6.6 6.0 3.8 4.0

Number of impacts, of Number 1.8 2.0 1.2

0.0 2005 2006 2007 2008 2009 2010 2011 2012

=259 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

141 Bingo

With the majority of spots broadcast during the daytime, the majority of exposure also takes place during this daypart – although 28.2% of impacts were seen between 1700-2059 compared with 15.9% of spots shown during this slot Impacts by daypart: Bingo, Share of impacts by daypart: Bingo, Adults Adults 1.2bn 1.8bn 3.8bn 6.6bn 7.8bn 8.3bn 9.5bn 12.7bn 14 100% 8.9% 9.0% 7.9% 7.6% 5.6% 4.5% 4.3% 2300-2959 12.2% 8.8% 0.5 90% 9.7% 10.8% 12 12.2% 13.4% bn 1.1 80% 19.9% 23.5% 22.0% 10 2100-2259 70% 25.1% 25.3% 28.2% 0.4 3.6 29.5% 34.4% 1.0 60% 8 0.5 31.7% 0.6 0.8 1700-2059 50% 1.0 2.4 40.7% 37.9% 0.5 6 0.8 2.1 40% 2.7 30% 56.1% 56.7% 55.6% 1.9 0930-1659 45.6%

Number ofimpacts, Number 39.4% 4 0.3 7.1 31.4% 0.8 20% 21.0% 4.6 5.4 22.0% 2 1.2 3.0 3.1 10% 0.4 0600-0929 6.9% 7.9%

0.3 0.7 1.2 0% 4.9% 4.9% 5.2% 3.5% 2.7% 3.2%

0.5

0 0.3 0.4 0.3 0.3 0.4 0.3 0.3 0.4

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

142 Bingo

Almost half of all Bingo advertising seen by Adults was on the Terrestrial channels, with a further 20.2% on the Portfolio channels – the overall share represented by PSB-owned channels fell between 2009 and 2012 as exposure across the ‘Other’ channels increased Impacts by channel group: Bingo, Share of impacts by channel group: Bingo, Adults Adults

1.2bn 1.8bn 3.8bn 6.6bn 7.8bn 8.3bn 9.5bn 12.7bn Other - All 14 other 100% 18.1% Other - Top 90% 21.2% 24.1% 22.6% 20.6% 23.2% 23.6% 12 31.5% bn 3.0 10 80% (Gambling) 2.1% 4.3% 1.2% 2.4% 10 Movies 70% 7.0% 9.9% 16.0% 2.8% 1.1% 17.6% 19.9% 2.2 60% 20.2% 8 15.8% 2.6 Music 1.4 1.7 50% 6 40% 2.1 1.2 1.5 1.9 Sports 72.4% 66.2% 63.7% 63.3% 30% 57.3% 51.2% Number ofimpacts, Number 4 1.0 47.4% 49.5% 0.9 6.3 Commercial 20% 0.4 4.9 2 4.7 4.8 PSB 10% 0.4 Portfolio 0.1 2.4 3.1

0.00.2 Terrestrial 0%

1.2

0 0.8 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

143 Bingo

ABC1 Adult exposure to Bingo advertising increased from 0.4bn impacts in 2005 to 4.5bn impacts in 2012, representing 1.2% of all advertising seen and 37.9% of all Gambling advertising seen by the group Number of Impacts: Bingo, ABC1 Adults

0.1% 0.2% 0.4% 0.7% 0.8% 0.8% 0.9% 1.2% %of total imps 19.4% 21.5% 36.2% 39.7% 39.1% 36.5% 37.8% 37.9% % Gambling imps 5.0

4.5 bn 4.0 3.2 2.9 3.0 2.9 2.5

2.0 1.4

Number of impacts, of Number 1.0 0.7 0.4

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =171 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

144 Bingo

Compared with Adults, a marginally higher proportion of Bingo commercials were seen between 2100-2259 (10.4% vs. 8.8%) with a lower proportion seen between 0930-1659 (53.2% vs. 55.6%) in 2012 Impacts by daypart: Bingo, Share of impacts by daypart: Bingo, ABC1 Adults ABC1 Adults 0.4bn 0.7bn1.4bn 2.5bn 2.9bn 2.9bn 3.2bn 4.5bn 5 100% 6.1% 5.1% 4.6% 2300-2959 9.7% 13.3% 9.8% 8.7% 8.3%

10.4% 0.2 90% 10.9% 12.8% 14.0% 15.2% bn 4 0.5 80% 23.0% 26.8% 24.8% 2100-2259 70% 25.0% 25.8% 28.8% 29.9% 3 0.2 1.3 60% 34.4% 0.2 0.2 0.4 0.3 1700-2059 50% 32.1% 0.2 0.4 39.0% 36.9% 0.8 40% 2 0.3 0.7 1.0 30% 54.6% 53.6% 53.2% 0.7 0930-1659 42.6% Number ofimpacts, Number 37.0% 0.1 2.4 20% 27.3% 0.3 18.2% 1 1.6 1.7 19.5% 0.4 10% 1.0 1.1 0600-0929 0.2 5.0% 6.7% 7.8% 5.1%

0.1 0.2 0.4 0% 4.7% 3.5% 2.6% 3.1%

0.2

0 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

145 Bingo

As with Adults, the majority of Bingo commercials seen by ABC1 Adults were across the PSB-owned channels, although the share accounted for by these channels has been in decline as exposure across ‘Other’ channels has increased Impacts by channel group: Bingo, Share of impacts by channel group: Bingo, ABC1 Adults ABC1 Adults

0.4bn 0.7bn 1.4bn 2.5bn 2.9bn 2.9bn 3.2bn 4.5bn Other - All 5 other 100%

90% 21.0% 22.6% Other - Top 24.7% 28.4% 26.4% 24.9% 25.5%

bn 10 36.4% 4 1.1 80% (Gambling) 2.2% Movies 2.7% 70% 4.8% 1.0% 1.4% 16.6% 2.8% 7.5% 10.1% 16.6% 3 60% 1.4% 19.1% 19.6% 0.8 Music 0.6 0.7 0.9 50% 16.3% 2 0.9 40% 0.5 0.5 0.6 Sports 68.0% 30% 61.2% 59.5% 59.7% 56.3% 50.2% Number ofimpacts, Number 48.4% 0.4 41.5% 0.4 2.2 Commercial 20% 1 0.1 1.7 1.6 1.6 PSB 10% 0.2 Portfolio 0.0 0.8 1.0

0.00.1 Terrestrial 0%

0.4

0 0.3 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

146 Bingo

Bingo advertising accounted for 1.4% of all television advertising seen by C2DE Adults in 2012 – the volume of Bingo impacts increased from 0.7bn in 2005 to 8.3bn over the analysis period Number of Impacts: Bingo, C2DE Adults

0.2% 0.2% 0.5% 0.8% 0.9% 0.9% 1.1% 1.4% %of total imps 20.5% 22.8% 39.5% 43.0% 43.9% 41.2% 44.0% 43.2% % Gambling imps

10.0

8.3 bn 8.0 6.3 6.0 5.4 4.9 4.1 4.0 2.4

Number of impacts, of Number 2.0 1.1 0.7

0.0 2005 2006 2007 2008 2009 2010 2011 2012 =360 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

147 Bingo

The proportion of 2012 Bingo impacts delivered between 0600-1659 amongst C2DE Adults stood at 60.1% compared with 56.3% amongst ABC1 Adults Impacts by daypart: Bingo, Share of impacts by daypart: Bingo, C2DE Adults C2DE Adults

0.7bn 1.1bn 2.4bn 4.1bn 4.9bn 5.4bn 6.3bn 8.3bn 10 100% 5.3% 4.1% 4.1% 2300-2959 8.4% 11.5% 8.6% 7.4% 7.2% 9.9% 8.0% 90% 9.1% 11.0% 12.4%

bn 18.2% 8 0.3 80% 21.6% 20.3% 0.7 2100-2259 25.1% 25.1% 27.8% 70% 29.2% 34.4% 0.3 2.3 60% 6 0.6 31.5% 0.3 1700-2059 50% 41.7% 38.5% 0.4 0.5 1.6 0.6 40% 4 0.3 1.3 0.5 56.9% 58.2% 56.8% 30% 47.4% 1.7 0930-1659 40.7%

Number ofimpacts, Number 33.8% 1.2 4.7 0.2 20% 22.6% 0.4 3.7 23.4% 2 3.0 0.8 10% 2.0 2.0 0600-0929 0.2 4.9% 7.0% 7.9% 5.0% 5.2%

0.4 0.8 0% 3.6% 2.8% 3.2%

0.3

0 0.2 0.3 0.2 0.2 0.3 0.2 0.2 0.3

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

148 Bingo

Terrestrial channels accounted for 4.1bn Bingo impacts in 2012 – while the volume of impacts seen across these channels has increased they account for a falling share of impacts as exposure across the Portfolio and ‘Other’ channels has risen faster Impacts by channel group: Bingo, Share of impacts by channel group: Bingo, C2DE Adults C2DE Adults

0.7bn 1.1bn 2.4bn 4.1bn 4.9bn 5.4bn 6.3bn 8.3bn Other - All 10 other 100% 16.4% 90% 19.1% 21.6% 20.5% 19.5% 22.4% 22.5% Other - Top 28.6% bn 10 80% 0.7% 8 (Gambling) 4.0% 1.1% 2.0% 1.9 Movies 6.7% 9.8% 15.7% 2.2% 2.7% 70% 0.9% 18.1% 20.4% 6 60% 15.5% 20.5% 1.4 Music 50% 1.0 1.7 0.8 40% 4 1.3 Sports 75.0% 1.2 0.8 1.0 69.1% 66.1% 65.4% 30% 57.9% 51.0% 51.7% 50.1% Number ofimpacts, Number 0.6 20% 2 0.5 4.1 Commercial 0.2 3.2 3.1 3.3 PSB 10% 2.1 Portfolio

1.6 Terrestrial 0%

0.8

0 0.5 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

149 Bingo

Children’s exposure to Bingo advertising increased from 87m impacts in 2005 to 723m impacts in 2012, representing 0.7% of all commercial advertising seen compared with 1.3% amongst Adults Number of Impacts: Bingo, Children 4-15

0.1% 0.1% 0.3% 0.4% 0.5% 0.5% 0.5% 0.7% %of total imps 18.2% 20.4% 34.8% 39.2% 38.5% 35.7% 39.1% 40.6% % Gambling imps

800 723

600 547 468 471 431 400

248

200 130

87 Number of impacts, millions impacts, of Number 0 2005 2006 2007 2008 2009 2010 2011 2012 =85 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

150 Bingo

Compared against Adults, a lower proportion of Bingo impacts were seen during the daytime with a higher proportion seen between 1700- 2300 (44.2% vs. 37.0%) – although it should be noted that the volume of Bingo impacts seen is significantly lower Impacts by daypart: Bingo, Share of impacts by daypart: Bingo, Children 4-15 Children 4-15

87m 130m 248m 431m 468m 471m 547m 723m

800 100% 3.3% 6.3% 8.0% 6.6% 5.6% 5.4% 4.7% 3.9% 2300-2959 10.7% 700 24 90% 12.3% 14.0% 11.6% 13.6% 77 80% 22.9% 21.5% 20.1% 600 2100-2259 70% 31.6% 33.5% 21 35.6% 31.9% 500 74 242 60% 42.6% 25 22 39.4% 24 66 55 1700-2059 50% 400 53 49.4% 47.3% 174 40% 300 149 153 200 30% 16 0930-1659 41.6% 48.9% 47.7% 48.8% 200 50 353 20% 26.3% 32.4% Number ofmillions impacts, Number 16.6% 98 230 261 16.0% 100 28 179 152 10% 0600-0929 7.5%

20 61 65 0% 5.4% 6.6% 4.9% 5.6% 3.2% 3.0% 3.7%

43

0 14 21 19 21 26 15 16 27

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

151 Bingo

Between 2010 and 2012, the volume of Bingo impacts seen by Children increased across all channel groups – the share of impacts seen across Music channels (9.1% vs. 2.8%) and ‘Other’ channels (28.4% vs. 23.6%), in 2012, was considerably higher compared with Adults Impacts by channel group: Bingo, Share of impacts by channel group: Bingo, Children 4-15 Children 4-15

87m 130m 248m 431m 468m 471m 547m 723m Other - All

800 other 100%

90% 19.7% 22.5% 700 Other - Top 23.5% 27.0% 25.8% 25.9% 28.4% 10 80% 33.4% 205 (Gambling) 2.1% 600 2.1% Movies 3.2% 7.2% 70% 5.3% 2.6% 7.6% 7.5% 21.1% 500 13.3% 3.6% 9.1% 142 60% 18.9% 66 Music 20.1% 400 92 106 50% 19.4% 19.7% 10 41 144 34 142 40% Sports 300 99 110 67.0% 89 60.7% 15 30% 54.9% 55.0% 49.4% 64 84 43.1% 200 Commercial 20% 38.8% 38.8% Number ofmillions impacts, Number 33 280 PSB 257 233 236 100 35 Portfolio 10% 20 136 167

79 Terrestrial 0%

58

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

152 Bingo

Bingo advertising represented 0.9% of all television advertising seen by older children, up from the 0.5% dip in 2010 – the volume of impacts rose from 51m in 2005 to 418m in 2012 Number of Impacts: Bingo, Children 10-15

0.1% 0.2% 0.3% 0.5% 0.6% 0.5% 0.6% 0.9% %of total imps 17.6% 19.9% 34.3% 38.1% 37.2% 33.1% 37.5% 38.5% % Gambling imps

500 418 400 320 300 279 253 260

200 150

100 76

51 Number of impacts, millions impacts, of Number - 2005 2006 2007 2008 2009 2010 2011 2012 =101 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

153 Bingo

The majority of Bingo impacts amongst older children were seen during the daytime – this distribution has remained fairly consistent since 2010 Impacts by daypart: Bingo, Share of impacts by daypart: Bingo, Children 10-15 Children 10-15

51m 76m 150m 253m 279m 260m 320m 418m

500 100%

6.1% 5.7% 4.7% 4.2% 2300-2959 7.5% 9.7% 8.0% 6.6% 90% 13.0% 13.9% 16.0% 13.8% 16.0% 18 23.0% 400 80% 26.2% 25.0% 54 2100-2259 70% 32.3% 30.1% 30.8% 15 33.8% 300 60% 41.0% 17 51 135 15 1700-2059 50% 37.3% 17 45 35 36 40% 46.8% 44.6% 200 99 78 85 115 0930-1659 30% 12 40.9% 47.5% 45.8% 46.9% 35 20% 24.7% 31.3%

Number ofmillions impacts, Number 196 100 15.0% 56 147 10% 14.8% 19 104 87 124 0600-0929 5.7% 7.0% 5.5%

13 34 37 0% 4.8% 4.8% 2.9% 2.7% 3.6%

24

0 8 11 11 12 15 8 9 15

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

154 Bingo

While the share of Bingo impacts seen across the Portfolio channels has remained consistent since 2010, the share seen across the Terrestrial channels has fallen, resulting in an overall decline in impacts on the PSB-owned channels – 10.3% of Bingo impacts were seen on the Music channels compared with 2.8% across Adults Impacts by channel group: Bingo, Share of impacts by channel group: Bingo, Children 10-15 Children 10-15

51m 76m 150m 253m 279m 260m 320m 418m Other - All

500 other 100%

Other - Top 90% 24.5% 20.6% 25.1% 29.7% 27.2% 27.5% 31.4% 400 10 80% 35.2% (Gambling) 2.3% 132 Movies 70% 2.6% 5.6% 3.1% 3.7% 8.3% 21.9% 8.8% 300 60% 7.4% 13.7% 4.3% 10.3% 88 Music 20.1% 58 50% 20.8% 65 20.6% 20.1% 89 40% 200 84 Sports 61 30% 65.2% 67 57.6% 52.5% 52.7% 41 52 44.5% 52 Commercial 20% 39.7%

Number ofmillions impacts, Number 35.0% 34.2% 100 21 PSB 147 143 22 116 127 Portfolio 10% 13 79 89

44 Terrestrial 0%

33

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

155 Advertising Activity: Gambling Sports

156 Summary

Advertising Activity: Gambling Sports Commercial Spots

• Gambling Sports commercials accounted for 0.3% of total commercials in 2012 with the volume of spots increasing from 3k in 2005 to 91k in 2012 – spots rose by 270% between 2011 and 2012.

• The majority of Gambling Sports spots were aired after 2300, with 58.7% of spots shown during this slot in 2012 and a further 25.4% between 2100-2259.

• Sports channels accounted for the largest share of Gambling Sports spots, with this channel group representing 41.8% of spots in 2012 – Music channels accounted for a further 29.2% of spots.

157 Summary

Advertising Activity: Gambling Sports Impacts

• Gambling Sports commercials accounted for 3.8bn Adult impacts in 2012, 0.4% of all television advertising seen by this demographic. • ABC1 Adult impacts: 31m in 2005 to 1.8bn in 2012 • C2DE Adult impacts: 37m in 2005 to 2.0bn in 2012 • Children: 6m impacts in 2005 to 242m in 2012 • Children 10-15: 3m impacts in 2005 to 148m impacts in 2012

• While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in 2012 - around two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot. • Compared against Adults, a greater proportion of Children’s exposure to Gambling Sports advertising took place between 1700-2059

• With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of impacts – although this share fell between 2011 and 2012 as the proportion of impacts seen across the PSB portfolio and ‘Other’ channels increased. Music channels accounted for 1.5% of Adult impacts (rising to 3.1% of Child Gambling Sports impacts) compared with 29.2% of spots.

158 Gambling Sports

Gambling Sports commercials accounted for 0.3% of total commercials in 2012 with the volume of spots increasing from 3k in 2005 to 91k in 2012 – spots rose by 270% between 2011 and 2012 Number of Spots(000s): Gambling Sports

0.0% 0.0% 0.0% 0.0% 0.0% 0.1% 0.1% 0.3% Share of total commercial spots

100 91

80

60

40 36 25 16 Number of spots, 000s spots, of Number 20 11 3 3 5 0 2005 2006 2007 2008 2009 2010 2011 2012 +11% +282% -59% +259% +120% -31% +270% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

159 Gambling Sports

The majority of Gambling Sports spots were aired after 2300, with 58.7% of spots shown during this slot in 2012 and a further 25.4% between 2100-2259 Spots by daypart: Gambling Sports Share of spots by daypart: Gambling Sports

3k 3k 11k 5k 16k 36k 25k 91k

100 100% 2300-2959 90% 14.3% 13.9% 27.8% 80 80% 9.1% 11.8% 2100-2259 47.4% 70% 58.6% 62.5% 58.7% 53 22.1% 72.0% 60 60% 25.4% 19.4% 1700-2059 50% 40 40% 23.9% 20.6% 0930-1659 44.4% 18.9% 30% 25.4% 22 23 43.6% 19.4% 12.5% 20 12 20% 17.8% 22.0% 5 10.9% 6.9% 3 7 5 5 0600-0929 10% 17.0% 5.7% 8 4 3 4.4% 9.3% Number of commercial spots (000s)spots ofcommercial Number 4 2 8 10.1% 11.0% 8.5%

0 3 4 5.4% 4.6% 6.8% 1.9% 2.5% 1.7%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

160 Gambling Sports

Sports channels accounted for the largest share of Gambling Sports spots, with this channel group representing 41.8% of spots in 2012 – Music channels accounted for a further 29.2% of spots Spots by channel group: Gambling Sports Share of spots by channel group: Gambling Sports

3k 3k 11k 5k 16k 36k 25k 91k Other - All 100 other 100% 5.9% 7.7% 15.8% 3.1% Other - Top 90% 24.1% 19.7% 18 10 12.5% 12.3% 80 5.2% 36.2% 38.9% (Gambling) 80% 45.2% 2.9% Movies 70% 4.1% 29.2% 60 60% 2.8% 13.7% 27 Music 4.8% 5.7% 50% 13.0% 2.9% 69.1% 40 Sports 40% 79.0% 76.5% 48.3% 9 30% 48.2% 38 33.7% 41.8% 5 3 Commercial 32.4% 20 PSB 20% 6 Portfolio 5 17 17 10% 7.6% 2 Terrestrial 9.7% 6.2% Number of commercial spots (000s)spots ofcommercial Number 4 5 5 5.6% 4.7%

0 2 2 Commercial 2.1% 5.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

161 Gambling Sports

Gambling Sports commercials accounted for 3.8bn Adult impacts in 2012, 0.4% of all television advertising seen by this demographic

Number of Impacts: Gambling Sports, Adults

0.0% 0.0% 0.1% 0.1% 0.1% 0.2% 0.2% 0.4% %of total imps 1.2% 1.1% 4.9% 4.3% 4.8% 9.9% 9.3% 12.4% % Gambling imps

4.0 3.8

bn 3.0

2.1 2.1 2.0

0.9 1.0 0.7 Number of impacts, of Number 0.5 0.1 0.1 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=78 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

162 Gambling Sports

While the majority of Gambling Sports spots were aired post-2300, this daypart accounted for only 13.8% of Adult impacts in 2012 while a greater proportion of impacts were seen between 0930-2059 compared with spots – 21.4% of impacts were seen between 2100-2259, up from 11.8% in 2011 Impacts by daypart: Gambling Sports, Share of impacts by daypart: Gambling Sports, Adults Adults

68m 88m 491m 675m 887m 2080m 2115m 3825m 4000 100% 4.4% 4.8% 6.5% 6.1% 7.6% 2300-2959 13.8% 528 14.4% 90% 12.7% 24.9% 13.7% 18.0% 18.5% 11.8% 80% 17.0% 3000 819 2100-2259 21.4% 70% 29.6% 26.0% 25.9% 60% 41.7% 41.3% 2000 161 1700-2059 50% 299 250 1,302 51.3% 39.2% 34.0% 354 40% 27.8% 873 0930-1659 30% 1000 816 49.0% 47.9% 121 20% 36.6% 38.6% Number ofmillions impacts, Number 125 370 1,161 29.0% 30.4% 122 816 0600-0929 23.7% 127 346 603 10% 20.4% 137 325 0 100 160 4.2% 3.2% 0.9% 1.9% 0.4% 0.7% 0.4%

0.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

163 Gambling Sports

With the majority of Gambling Sports spots aired across Sports channels, this group also represented the greatest share of Adult impacts – while Music channels accounted for 1.5% of impacts compared with 29.2% of spots Impacts by channel group: Gambling Sports, Share of impacts by channel group: Gambling Adults Sports, Adults

68m 88m 491m 675m 887m 2080m 2115m 3825m Other - All 4000 other 100% 3.5% 5.5% 7.0% 7.4% 10.5% 6.5% 11.4% 435 Other - Top 90% 18.4% 10 80% 26.1% 3000 (Gambling) Movies 70% 37.9% 42.6% 53.3% 33.3% 6.2% 45.2% 1728 60% Music 2000 135 73 50% 88.8% 87.9% 4.8% 5.7% 887 Sports 40% 15.6% 6.2% 1128 414 10.8% 30% 62.2% 1000 118 93 130 Commercial 45.6% 44.4% PSB 20% 36.4% Number ofmillions impacts, Number 336 1169 32.0% 30.6% 176 923 Portfolio 164 769 10% 420 405 Terrestrial

0 157 Commercial 3.5% 1.7%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

164 Gambling Sports

Among ABC1 Adults, exposure to Gambling Sports advertising rose from 1.0bn impacts in 2011 to 1.8bn in 2012

Number of Impacts: Gambling Sports, ABC1 Adults

0.0% 0.0% 0.1% 0.1% 0.1% 0.3% 0.3% 0.5% %of total imps 1.4% 1.3% 6.0% 5.1% 5.6% 11.8% 11.8% 15.4% % Gambling imps 2.0

1.8

bn 1.5

1.0 1.0 0.9

0.5 0.4 0.3 Number of impacts, of Number 0.2 0.0 0.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=69 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

165 Gambling Sports

In 2012, two-thirds of Gambling Sports impacts were seen pre-2100, compared with 15.9% of spots shown during this slot –this share fell between 2011 and 2012 with an increase in exposure post-2100 Impacts by daypart: Gambling Sports, ABC1 Share of impacts by daypart: Gambling Sports, Adults ABC1 Adults

31m 40m 228m 317m 407m 939m 997m 1807m 2000 100% 4.8% 5.0% 5.9% 6.3% 7.0% 2300-2959 13.3% 12.1% 90% 13.2% 23.3% 219 19.6% 18.7% 13.5% 12.5% 80% 17.1% 21.3% 1500 2100-2259 386 70% 28.7% 25.8% 23.9% 60% 41.6% 41.5% 1700-2059 1000 50% 51.9% 40.2% 35.4% 125 124 641 161 40% 30.2% 0930-1659 413 30% 49.2% 500 377 46.8% 55 20% 37.0% 38.3% Number ofmillions impacts, Number 59 553 29.0% 30.6% 169 382 0600-0929 21.7% 23.4% 55 165 272 10% 69 150

0 50 74 4.2% 2.8% 0.9% 0.1% 1.6% 0.4% 0.7% 0.5%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

166 Gambling Sports

Half of all Gambling Sports impacts were seen across the Sports channels – this share fell between 2011 and 2012 as exposure across the Portfolio and ‘Other’ channels increased Impacts by channel group: Gambling Sports, Share of impacts by channel group: Gambling ABC1 Adults Sports, ABC1 Adults

31m 40m 228m 317m 407m 939m 997m 1807m Other - All 2000 other 100% 3.5% 5.2% 7.3% 7.4% 10.0% 6.2% 10.7% Other - Top 90% 16.9% 193 10 80% 30.1% 1500 (Gambling) Movies 70% 47.5% 36.7% 45.5% 59.6% 60% 5.9% 51.2% 926 Music 1000 35 50% 58 88.9% 89.2% 4.2% 4.7% Sports 40% 14.3% 446 594 5.0% 163 30% 58.8% 9.0% 500 Commercial 41 PSB 20% 39.3% 40.9% Number ofmillions impacts, Number 31.4% 31.4% 96 185 497 Portfolio 27.5% 84 384 313 10% 187 160 Terrestrial

0 72 Commercial 2.9% 1.2%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

167 Gambling Sports

Among C2DE Adults, Gambling Sports impacts increased gradually from 2005, with a notable increase from 1.1bn impacts in 2011 to 2.0bn in 2012 Number of Impacts: Gambling Sports, C2DE Adults

0.0% 0.0% 0.1% 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 1.0% 1.0% 4.3% 3.7% 4.3% 8.8% 7.8% 10.6% % Gambling imps

2.5 bn 2.0 2.0

1.5 1.1 1.1 1.0

Number of impacts, of Number 0.5 0.5 0.4 0.3 0.0 0.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=88 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

168 Gambling Sports

As with the other demographic groups, a higher share of Gambling Sports impacts were seen by C2DE Adults pre-2100 compared with the proportion of spots aired at this time Impacts by daypart: Gambling Sports, C2DE Share of impacts by daypart: Gambling Sports, Adults C2DE Adults

37m 48m 263m 358m 480m1141m 1118m 2018m 2500 100%

4.1% 4.7% 2300-2959 7.1% 6.0% 8.2% 12.4% 15.2% 15.3% 90% 16.8% 26.3% 13.8% 18.2% 11.2% 2000 80% 309 2100-2259 17.0% 21.4% 70% 30.4% 26.2% 1500 433 60% 27.7% 41.7% 41.1% 1700-2059 50% 50.7% 38.4% 32.8% 174 91 1000 125 661 40% 194 0930-1659 25.7% 459 30% 48.9% 48.8% 438 500 20% 36.3% 38.8%

Number ofmillions impacts, Number 66 29.0% 30.1% 65 200 608 0600-0929 19.3% 23.9% 182 331 434 10% 73 175 0 86 4.3% 3.5% 0.9% 2.2% 0.4% 0.7% 0.3%

0.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

169 Gambling Sports

While the greatest share of 2012 Gambling Sports impacts was seen by C2DE Adults across the Sports channels, this share was lower than for Adults (45.2%) as a higher proportion was seen across the PSB-owned channels Impacts by channel group: Gambling Sports, Share of impacts by channel group: Gambling C2DE Adults Sports, C2DE Adults

37m 48m 263m 358m 480m 1141m 1118m 2018m Other - All 2500 other 100% 3.4% 5.7% 6.7% 7.4% 11.0% 6.8% 12.0% Other - Top 90% 19.7% 2000 10 22.5% 243 (Gambling) 80% Movies 31.5% 38.6% 47.8% 70% 6.5% 30.4% 39.8% 1500 60% Music 803 5.3% 50% 88.7% 6.4% 77 86.9% 7.2% 1000 Sports 40% 16.8% 12.4% 441 534 251 30% 65.2% 73 Commercial 51.0% 47.2% 81 500 PSB 20% 40.8% Number ofmillions impacts, Number 32.4% 33.3% 80 151 672 539 456 Portfolio 10% 80 234 245 Terrestrial

0 85 Commercial 3.9% 2.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

170 Gambling Sports

Gambling Sports accounted for 0.2% of Children’s exposure to all television advertising in 2012 – the volume of impacts increased from 154m in 2011 to 242m in 2012 Number of Impacts: Gambling Sports, Children 4-15

0.0% 0.0% 0.0% 0.1% 0.1% 0.1% 0.2% 0.2% %of total imps 1.2% 1.1% 5.1% 4.6% 4.8% 11.1% 11.0% 13.6% % Gambling imps

300

242

200 147 154

100 50 58 36

6 7 Number of impacts, millions impacts, of Number 0 2005 2006 2007 2008 2009 2010 2011 2012

=29 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

171 Gambling Sports

Compared against Adults, a greater proportion of Children’s exposure to Gambling Sports advertising took place between 1700- 2059, accounting for 39.8% of impacts in 2012 compared with 34.0% Impacts by daypart: Gambling Sports, Share of impacts by daypart: Gambling Sports, Children 4-15 Children 4-15

6m 7m 36m 50m 58m 147m 154m 242m

300 100% 1.9% 3.0% 3.7% 4.1% 2300-2959 10.0% 6.2% 9.8% 15.8% 16.2% 90% 17.7% 16.5% 12.8% 12.8% 17.3% 24 80% 21.2% 2100-2259 24.6% 200 70% 51 32.3% 31.5% 60% 48.4% 45.4% 1700-2059 10 50% 58.9% 45.7% 39.8% 15 20 25 96 40% 35.5% 100 70 0930-1659 30% 67 44.9% 43.6% 7 20% 33.0% 35.0% Number ofmillions impacts, Number 8 26.6% 28.8% 28 70 0600-0929 22.8% 20.9% 30 39 54 10% 13 19 0 8 11 5.1% 4.2% 0.9% 1.6% 0.4% 0.7% 0.3%

0.1%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

172 Gambling Sports

The distribution of Gambling Sports impacts among Children is similar to that of Adults with 46.0% seen across the Sports channels - 3.1% of impacts were seen on the Music channels which accounted for 29.2% of spots Impacts by channel group: Gambling Sports, Share of impacts by channel group: Gambling Children 4-15 Sports, Children 4-15

6m 7m 36m 50m 58m 147m 154m 242m Other - All 300 other 100% 3.7% 5.8% 6.5% 4.5% 5.0% 15.2% 10.8% 10.2% Other - Top 90% 7.6% 3.1% 10 25 (Gambling) 80% 31.1% Movies 40.9% 70% 54.6% 200 37.5% 42.6% 60% 6.4% 46.0% Music 6 111 7 50% 89.6% 5.7% 80.3% Sports 40% 13.4% 6.0% 100 60 84 6.3% 9.0% 22 30% 58.0% 8 Commercial 47.1% 10 PSB 20% 37.7% Number ofmillions impacts, Number 32.5% 34.0% 31.1% 16 25 69 75 Portfolio 14 52 10% 29 22 Terrestrial

0 12 Commercial 3.5% 3.2%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

173 Gambling Sports

The 148m Gambling Sports impacts seen by 10-15 year olds in 2012 were equivalent to 36 impacts per child across the entire year

Number of Impacts: Gambling Sports, Children 10-15

0.0% 0.0% 0.0% 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 1.1% 1.2% 5.0% 4.3% 4.4% 11.0% 10.7% 13.6% % Gambling imps

200

148 150

100 86 92

50 29 33 22

3 4 Number of impacts, millions impacts, of Number 0 2005 2006 2007 2008 2009 2010 2011 2012

=36 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

174 Gambling Sports

Compared with Adults, a greater share of Gambling Sports were seen by older children between 1700-2059 (38.1% vs. 34.0%) and 2100-2259 (23.6% vs. 21.4%) Impacts by daypart: Gambling Sports, Share of impacts by daypart: Gambling Sports, Children 10-15 Children 10-15

3m 4m 22m 29m 33m 86m 92m 148m

200 100% 2.3% 2.4%

4.9% 4.8% 2300-2959 11.8% 7.3% 10.9% 90% 15.4% 19.3% 19.6% 18.9% 13.9% 14.2% 80% 19.5% 23.6% 150 2100-2259 16 70% 29.6% 28.2% 29.2% 60% 35 48.2% 44.2% 100 1700-2059 50% 7 56.9% 43.3% 38.1% 10 13 40% 17 56 32.6% 0930-1659 30% 50 41 48.3% 46.0% 37 20% Number ofmillions impacts, Number 5 31.6% 33.7% 5 40 0600-0929 25.0% 27.1% 16 16 31 10% 19.1% 19.2% 7 11 21 0 6 4.3% 2.8% 0.8% 1.6% 0.4% 0.7% 0.3%

0.0%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

175 Gambling Sports

Compared against Adults, a greater proportion of Gambling Sports impacts were seen by Children across the Music channels in 2012 (4.0% vs. 1.5%) - the largest share was seen across the Sports channels Impacts by channel group: Gambling Sports, Share of impacts by channel group: Gambling Children 10-15 Sports, Children 10-15

3m 4m 22m 29m 33m 86m 92m 148m Other - All 200 other 100%

6.4% 6.0% 5.8% 6.2% 4.3% 0.0% 11.2% 1.0% 1.8% 11.9% Other - Top 90% 17.2% 9.4% 2.5% 10 4.0% 80% 1.1% 150 (Gambling) 31.5% 18 Movies 70% 40.9% 54.6% 34.5% 41.0% 60% 6.7% 44.5% Music 100 50% 4 66 89.6% 6.6% 5 78.1% Sports 40% 14.1% 6.4% 7.2% 9.6% 35 50 30% 50 14 56.0% 6 Commercial 44.9% PSB 20% 38.1% Number ofmillions impacts, Number 4 7 32.4% 32.0% 29.5% 9 14 39 44 Portfolio 8 2 29 Terrestrial 10% 16 13

0 7 Commercial 3.2% 4.0%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

176 Advertising Activity: Online Casino & Poker

177 Summary

Advertising Activity: Online Casino & Poker Commercial Spots

• The volume of OCP spots aired increased from 4k in 2005 to 411k in 2012 – accounting for 1.2% of total television spots.

• Since 2008, almost all OCP spots have been aired post-2100 with the majority shown post-2300.

• Between 2008-2012 the share of OCP spots shown across the Sports channels fell as activity on the Music, Movie and ‘Top 10 Other’ channels increased– the greatest share was aired across the ‘Other’ channels.

178 Summary

Advertising Activity: Online Casino & Poker Impacts

• Accounting for 0.6% of total Adult television impacts in 2012, the volume of OCP impacts increased steadily from 1.8bn in 2008 to 5.9bn in 2012. • ABC1 Adult impacts: 7m in 2005 to 2.4bn in 2012 • C2DE Adult impacts: 12m in 2005 to 3.6bn in 2012 • Children: 1m impacts in 2005 to 286m in 2012 • Children 10-15: 1m impacts in 2005 to 198m impacts in 2012

• While 20.4% of OCP spots were shown between 2100-2259 in 2012, over a third of adult demographic impacts (and almost half of child impacts) were seen during this slot as a result of a higher proportion of viewing during this time, compared with viewing between 2300-2959.

• In 2012, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots– a higher proportion of impacts was seen across the PSB-owned channels compared with spot distribution and this share increased between 2011 and 2012. • The PSB-owned channels accounted for a smaller proportion of Child OCP impacts in 2012 compared against Adults as the Music channels represented a higher share.

179 Online Casino & Poker

The volume of OCP spots aired increased from 4k in 2005 to 411k in 2012 – accounting for 1.2% of total television spots

Number of Spots(000s): Online Casino & Poker

0.0% 0.0% 0.0% 0.2% 0.5% 0.6% 1.0% 1.2% Share of total commercial spots

500

411 400 338

300

201 200 148

Number of spots, 000s spots, of Number 100 66 4 5 10 0 2005 2006 2007 2008 2009 2010 2011 2012 +22% +107% +593% +124% +36% +68% +21% Yr/Yr%

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

180 Online Casino & Poker

Since 2008, almost all OCP spots have been aired post-2100 with the majority shown post-2300

Spots by daypart: Online Casino & Poker Share of spots by daypart: Online Casino & Poker

4k 5k 10k 66k 148k 201k 338k 411k

500 100% 2300-2959 90%

400 80% 43.0% 2100-2259 52.7% 70% 58.2% 70.9% 300 60% 77.9% 80.3% 79.6% 79.0% 325 1700-2059 50% 21.2% 200 269 40% 11.0% 0930-1659 30% 11.3% 162 29.2% 27.5% 100 115 20% 20.7% 25.2% 0600-0929 21.3% 20.4% 47 66 84 10% 4.6% 19.2% 19.6%

Number of commercial spots (000s)spots ofcommercial Number 32 39 6.3% 6.9%

0 17

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

181 Online Casino & Poker

Between 2008-2012 the share of OCP spots shown across the Sports channels fell as activity on the Music, Movie and ‘Top 10 Other’ channels increased– the greatest share was aired across the ‘Other’ channels Spots by channel group: Online Casino & Poker Share of spots by channel group: Online Casino & Poker

4k 5k 10k 66k 148k 201k 338k 411k Other - All 500 other 100%

Other - Top 90% 10 29.0% 400 80% 38.9% 43.3% (Gambling) 49.2% 47.2% 48.3% 46.7% Movies 70% 192 300 60% 76.1% Music 7.5% 164 6.7% 50% 3.9% 7.6% 8.1% 7.6% 9.0% 6.4% 200 Sports 40% 7.9% 11.6% 7.6% 10.5% 48 66.9% 95 30% 41.4% 13.5% 36 27.7% 73 Commercial 16.2% 19.2% 100 79 20% 6.0% 25.3% 16 55 PSB 16.8% 27 Portfolio 29 11 39 10% 16.3% 13.2% 9.5% 37 34 45 Terrestrial 10.5% 10.6% Number of commercial spots (000s)spots ofcommercial Number 18 6.8% 6.1%

0 10 12 11 19 Commercial 1.7% 1.6% 3.2% 4.7%

0%

2011

2005 2006 2007 2008 2009 2010 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

182 Online Casino & Poker

Accounting for 0.6% of total Adult television impacts in 2012, the volume of OCP impacts increased steadily from 1.8bn in 2008 to 5.9bn in 2012 Number of Impacts: Online Casino & Poker, Adults

0.0% 0.0% 0.0% 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 2.6% 11.2% 14.1% 16.7% 16.5% 19.2% % Gambling imps

6.0 5.9

bn 5.0

3.7 4.0 3.5

3.0 2.6

2.0 1.8

Number of impacts, of Number 1.0 0.3 0.0 0.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012 =121 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

183 Online Casino & Poker

While 20.4% of OCP spots were shown between 2100-2259 in 2012, 38.2% of Adults impacts were seen during this slot as a result of a higher proportion of viewing during this time Impacts by daypart: Online Casino & Poker, Share of impacts by daypart: Online Casino & Adults Poker, Adults 0.0bn 0.0bn 0.3bn 1.8bn 2.6bn 3.5bn 3.7bn 5.9bn (19m) (33m) 6 100% 2300-2959

90%

bn 5 80% 38.6% 49.9% 52.8% 52.0% 2100-2259 70% 56.8% 56.4% 61.3% 4 3.6 63.8% 60% 3 1700-2059 50% 13.7% 2.0 2.4 40% 18.6% 48.6% 2 30% 1.5 0930-1659 16.5% 44.4% Number ofimpacts, Number 12.0% 42.2% 40.3% 20% 35.9% 38.2% 0.9 2.3 1 1.4 10% 19.6% 14.8% 1.1 1.3 0600-0929 8.2%

0.1 0.8 0%

0 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

184 Online Casino & Poker

In 2012, both the Music and Movies channels accounted for significantly lower shares of OCP impacts than spots (19.2% and 11.6% respectively) – a higher proportion was seen across the PSB-owned channels Impacts by channel group: Online Casino & Share of spots by channel group: Online Casino Poker, Adults & Poker, Adults 0.0bn 0.0bn 0.3bn 1.8bn 2.6bn 3.5bn 3.7bn 5.9bn (19m) (33m) Other - All 6 other 100%

Other - Top 90% 26.0% bn 5 10 27.7% 2.4 36.8% 37.1% (Gambling) 80% 39.7% 43.3% 40.1% Movies 4 70% 78.0% 14.0% 60% 3.8% 1.0% 1.8% 3.3% Music 34.9% 4.1% 3.3% 3 14.2% 10.4% 4.1% 2.3% 1.3 1.6 0.4 50% 2.6% 7.0% 25.6% 40% 28.5% 9.7% Sports 22.3% 1.0 23.0% 22.7% 2 0.4 1.3 30%

Number ofimpacts, Number 18.5% 17.3% 0.5 0.4 8.7% 0.4 0.8 Commercial 20% 5.5% 1 0.2 0.6 PSB 3.3% 30.6% 0.6 23.0% 25.2% 21.2% 0.5 1.3 Portfolio 10% 19.1% 9.2% 19.0% 19.0% 0.9

0.1 0.5 0.6 0.7 Terrestrial 0% 4.0%

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

185 Online Casino & Poker

In 2012, 2.4bn OCP impacts accounted for 0.6% of all ABC1 Adult television impacts, up marginally from 0.4% in 2011

Number of Impacts: Online Casino & Poker, ABC1 Adults

0.0% 0.0% 0.0% 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 3.1% 12.2% 15.7% 17.4% 17.4% 20.1% % Gambling imps

3.0

bn 2.4

2.0

1.4 1.5 1.1

1.0 0.8 Number of impacts, of Number 0.1 0.0 0.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=91 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

186 Online Casino & Poker

As with the distribution of OCP spots, ABC1 Adult impacts have been split between the 2100-2259 and 2300-2959 slots since 2008

Impacts by daypart: Online Casino & Poker, Share of impacts by daypart: Online Casino & ABC1 Adults Poker, ABC1 Adults 0.0bn 0.0bn 0.1bn 0.8bn 1.1bn 1.4bn 1.5bn 2.4bn (7m) (12m) (118m) 3 100% 2300-2959

90%

bn 80% 35.8% 45.5% 50.7% 50.4% 2100-2259 70% 56.9% 54.9% 59.6% 2 62.9% 60% 1.4 1700-2059 50% 13.4% 40% 19.5% 52.3% 0.8 0.9 30% 19.7% 1 0930-1659 45.9% Number ofimpacts, Number 0.6 14.0% 42.3% 41.3% 20% 36.6% 40.0% 0.4 0.9 10% 21.0% 14.0% 0.6 0.5 0600-0929 7.7%

0.3 0.5 0%

0 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

187 Online Casino & Poker

As the volume of OCP impacts increased from 1.5bn in 2011 to 2.4bn in 2012, the proportion seen across the PSB-owned channels increased from 33.2% to 41.9% Impacts by channel group: Online Casino & Share of spots by channel group: Online Poker, ABC1 Adults Casino & Poker, ABC1 Adults 0.0bn 0.0bn 0.1bn 0.8bn 1.1bn 1.4bn 1.5bn 2.4bn (7m) (12m) (118m) Other - All 3 other 100%

Other - Top 90% 24.4% bn 10 28.9% 36.6% 39.0% (Gambling) 80% 39.8% 44.6% 41.3% Movies 0.1% 2 70% 1.1% 1.0 60% 3.7% 77.1% 16.4% 1.1% 1.8% 3.0% Music 38.0% 3.8% 50% 17.2% 11.7% 3.6% 2.3% 30.7% 2.7% 8.7% 24.2% 0.7 Sports 40% 12.0% 0.5 0.2 19.2% 1 0.4 30% 19.7% 20.5% Number ofimpacts, Number 17.7% 14.5% 0.5 11.2% 0.2 0.2 Commercial 20% 4.1% 0.2 0.2 4.7% 0.3 PSB 28.4% 0.1 21.3% 24.6% 21.4% 0.2 0.2 0.2 Portfolio 10% 17.6% 10.2% 18.3% 18.7% 0.5 Terrestrial

0.2 0.2 0.3 0.3 0% 4.0%

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

188 Online Casino & Poker

OCP impacts among C2DE Adults increased gradually from 1.0bn in 2008 to 3.6bn in 2012, accounting for 0.6% of television advertising exposure Number of Impacts: Online Casino & Poker, C2DE Adults

0.0% 0.0% 0.0% 0.2% 0.3% 0.4% 0.4% 0.6% %of total imps 0.3% 0.4% 2.3% 10.6% 13.1% 16.3% 15.9% 18.7% % Gambling imps 4.0

3.6 bn 3.0 2.3 2.1 2.0 1.5 1.0

1.0 Number of impacts, of Number 0.1 0.0 0.0 0.0 2005 2006 2007 2008 2009 2010 2011 2012

=156 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

189 Online Casino & Poker

The distribution of OCP impacts among C2DE Adults follows a similar distribution to Adults - a marginally higher proportion was seen between 2300-2959 in 2012 (62.5%) compared against ABC1 Adults (59.6%) Impacts by daypart: Online Casino & Poker, Share of impacts by daypart: Online Casino & C2DE Adults Poker, C2DE Adults 0.0bn 0.0bn 0.1bn 1.0bn 1.5bn 2.1bn 2.3bn 3.6bn (12m) (20m) (144m) 4 100% 2300-2959

90%

bn 80% 40.8% 3 2100-2259 52.6% 54.1% 53.2% 56.8% 57.4% 70% 64.3% 62.5% 2.2 60% 2 1700-2059 50% 40% 14.0% 1.2 1.5 18.0% 45.6% 0930-1659 30% 14.5% 43.2% Number ofimpacts, Number 0.8 10.7% 42.2% 39.7% 1 20% 35.4% 37.1% 0.5 1.3 10% 18.7% 15.3% 0.8 0.8 0600-0929 8.6%

0.4 0.6 0%

0 0.1

2011

2007 2012 2005 2006 2008 2009 2010

2011

2009 2010 2005 2006 2007 2008 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

190 Online Casino & Poker

Between 2011 and 2012 as the volume of OCP impacts increased from 2.3bn to 3.6bn, the proportion seen on the PSB-owned channels increased as the proportion seen across Sports and ‘Other’ channels fell

Impacts by channel group: Online Casino & Share of spots by channel group: Online Casino & Poker, C2DE Adults Poker, C2DE Adults 0.0bn 0.0bn 0.1bn 1.0bn 1.5bn 2.1bn 2.3bn 3.6bn (12m) (20m) (144m) Other - All 4 other 100% Other - Top

bn 10 90% 27.4% 26.9% 3 (Gambling) 35.1% 35.4% 1.4 Movies 80% 41.7% 42.5% 39.3% 70% 12.2% 0.9% Music 60% 78.6% 1.8% 3.6% 3.9% 11.8% 4.2% 3.7% 2 32.4% 9.5% 2.4% 1.0 50% 4.4% 0.7 0.2 26.6% 2.5% 5.9% Sports 27.1% 8.1% 40% 25.6% 24.3% 0.5 24.1% Number ofimpacts, Number 0.2 0.9 30% 19.2% 19.0% 1 0.2 Commercial 0.3 0.2 0.5 7.1% 0.1 0.4 PSB 20% 6.4% 0.4 Portfolio 2.4% 32.3% 0.3 0.8 24.3% 25.7% 0.5 10% 20.0% 8.6% 19.5% 19.2% 21.0% 0.3 0.4 0.4 Terrestrial

0 Commercial 4.0%

0%

2011

2009 2010 2005 2006 2007 2008 2012

2011

2007 2012 2005 2006 2008 2009 2010

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

191 Online Casino & Poker

Given the scheduling of OCP spots, Children’s exposure to these commercials accounted for 0.3% of total advertising exposure in 2012, compared with 0.6% among Adults – the 286m impacts in 2012 represented 34 impacts per child over the year Number of Impacts: Online Casino & Poker, Children 4-15

0.0% 0.0% 0.0% 0.1% 0.1% 0.2% 0.2% 0.3% %of total imps 0.2% 0.3% 2.2% 9.7% 11.1% 15.5% 13.7% 16.1% % Gambling imps

300 286

204 200 192

135 106 100

16 2

Number of impacts, millions impacts, of Number 1 0 2005 2006 2007 2008 2009 2010 2011 2012

=34 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

192 Online Casino & Poker

As with the distribution of OCP spots, Children’s exposure to these commercials has been split between the 2100-2259 and 2300-2959 slots, although a greater proportion were seen during the earlier daypart (47.7%) compared with Adults (38.2%) Impacts by daypart: Online Casino & Poker, Share of impacts by daypart: Online Casino & Children 4-15 Poker, Children 4-15

1m 2m 16m 106m 135m 204m 192m 286m 300 100% 2300-2959 90% 37.0% 36.1% 80% 43.3% 46.1% 45.6% 54.9% 51.9% 149 2100-2259 70% 59.1% 200 60% 20.8% 93 1700-2059 50% 105 40% 15.0% 53.8% 62 15.7% 100 0930-1659 30% 53.2% 52.6% 49.1% 46 44.7% 47.7% 137 20% 14.9% Number ofmillions impacts, Number 100 23.2% 86 10% 56 71 0600-0929 10.3%

0% 5.4%

0 8

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

193 Online Casino & Poker

The PSB-owned channels accounted for a smaller proportion of Children’s impacts in 2012 compared against Adults (40.0% vs. 43.8%) as the Music channels represented a higher share (6.8% vs. 2.3%)

Impacts by channel group: Online Casino & Share of spots by channel group: Online Casino & Poker, Children 4-15 Poker, Children 4-15

1m 2m 16m 106m 135m 204m 192m 286m Other - All 300 other 100%

Other - Top 90%

bn 27.9% 10 28.7% 33.4% 33.6% 112 (Gambling) 80% 40.0% 39.0% Movies 52.1% 200 70% 2.6% 71.0% 12.8% 2.3% 3.7% 69 60% 4.3% 3.5% Music 32.0% 13.2% 9.8% 3.4% 3.0% 77 19 50% 6.7% 6.8% 3.9% 22 27.0% 7.7% 40% 22.7% 11.7% 45 20 Sports 13.3% 26.5% 100 30 13 30% 19.7% 20.6% Number ofimpacts, Number 59 5.7% 15.5% 18 46 23 14 Commercial 20% 19.0% 6.0% PSB 29 36 30 28.2% 27.4% Portfolio 10% 12.1% 19.6% 22.6% 18.4% 19.4% 56 56 10.5%

30 30 35 Terrestrial 0% 5.2%

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

194 Online Casino & Poker

Exposure to OCP advertising among older children increased from 130m impacts in 2011 to 198m impacts in 2012

Number of Impacts: Online Casino & Poker, Children 10-15

0.0% 0.0% 0.0% 0.1% 0.2% 0.3% 0.3% 0.4% %of total imps

0.2% 0.3% 2.5% 10.9% 12.1% 17.4% 15.2% 18.2% % Gambling imps

200 198

150 137 130

100 91 73

50

Number of impacts, millions impacts, of Number 11 1 1 0 2005 2006 2007 2008 2009 2010 2011 2012 =48 impacts Source: BARB/Nielsen Monitor. per individual - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

195 Online Casino & Poker

While the 2300-2959 slot represented 61.3% of exposure to OCP advertising among Adults, this fell to 53.0% among older children with a higher proportion seen by 10-15 year olds between 2100-2259 as a result of differences in viewing habits Impacts by daypart: Online Casino & Poker, Share of impacts by daypart: Online Casino & Children 10-15 Poker, Children 10-15

1m 1m 11m 73m 91m 137m 130m 198m 200 100% 2300-2959 90% 80% 37.3% 38.7% 43.8% 46.9% 47.3% 150 53.0% 105 2100-2259 70% 61.1% 55.7% 60% 22.9% 100 65 1700-2059 50% 72 40% 12.1% 52.6% 43 18.1% 0930-1659 30% 53.2% 52.1% 48.4% 32 43.9% 46.6% 50 92 20% Number ofmillions impacts, Number 66 10.3% 25.9% 57 10% 39 47 0600-0929 10.6%

0%

0 6

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

196 Online Casino & Poker

Compared against Adults, a smaller proportion of OCP impacts were seen by older children across the PSB-owned channels in 2012 as a higher proportion were seen across the Music channels Impacts by channel group: Online Casino & Poker, Share of spots by channel group: Online Casino & Children 10-15 Poker, Children 10-15

1m 1m 11m 73m 91m 137m 130m 198m Other - All 200 other 100% Other - Top 90% 10 29.0% 30.0% 78 34.4% 34.8% 150 (Gambling) 80% 40.0% 39.3% Movies 56.6% 70% 2.9% 2.0% 60% 77.9% 11.9% 4.1% 3.3% 48 Music 12.8% 4.1% 2.8% 52 30.4% 9.3% 3.0% 100 14 50% 7.6% 7.3% 14 7.0% 40% 3.1% 27.4% 10.7% 31 13 Sports 25.6% 23.0% 10.7% 22 30% 19.6% 20.8% 41 15.6% 50 12 32 14 Number ofmillions impacts, Number 9 Commercial 20% 16.1% 5.8% 20 PSB 20 23 3.2% 27.0% 26.3% Portfolio 10% 19.8% 23.3% 19.0% 19.6% 36 39 11.8% 12.0%

20 21 25 Terrestrial 0% 1.1%

0 Commercial

2011

2007 2012 2005 2006 2008 2009 2010

2011

2005 2006 2007 2008 2009 2010 2012

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

197 Comparative Analysis: ABC1 Adults & C2DE Adults

198 Summary

ABC1 Adults & C2DE Adults: Key differences Viewing Trends

• In 2012, ABC1 Adults watched 3.5 hours of television each day, compared with 5.2 hours among C2DE Adults. • The proportion of ABC1 Adult total television viewing taking place between 1700-2100 (36.3% in 2012) and 2100-2300 (23.4% in 2012) was higher than C2DE Adults (34.8% and 19.0% in 2012 respectively) while C2DE Adult viewing was higher between 0930-1700 and after 2300. • Commercial television viewing is higher among C2DE Adults, accounting for 69.8% of viewing in 2012 compared with 61.5% among ABC1 Adults. • In 2012, ABC1 Adults watched 2.2 hours of commercial television each day, compared with 3.6 hours among C2DE Adults. • Similarly, the proportion of ABC1 Adult commercial channel viewing taking place between 1700-2300 was higher than C2DE Adults – while C2DE Adults watched a greater proportion of viewing during the daytime and later at night. • In 2012, C2DE Adults spent a greater proportion of their commercial channel viewing time watching the portfolio channels (24.2%) than ABC1 Adults (21.8%) – while ABC1 viewers spent a greater proportion of their commercial channel viewing time watching sports channels (6.6% compared with 4.0%).

199 Share of viewing by daypart: Total TV, 2012

3.5 5.2 Avg hrs/day

100% 11.0% 12.1% , % , 90% 2300-3000 80% 23.4% 19.0% 2100-2300 daypart 70% 60% 34.8% 1700-2100 50% 36.3% 40% 30% 0930-1700 20% 23.3% 27.9% 0600-0930 Share of viewing by viewing of Share 10% 0% 6.0% 6.2% ABC1 Adults C2DE Adults

Source: BARB/Infosys+. 200 Share of viewing: Commercial vs Non-commercial, 2012

3.5 5.2 Avg hrs/day 100% 90%

30.2% 80% 38.5% 70% Non-commercial 60% 50% 40% Commercial 69.8%

30% 61.5% Share of viewing, % viewing, of Share 20% 10% 0% ABC1 Adults C2DE Adults

Source: BARB/Infosys+. Non-commercial = All BBC channels. 201 Share of viewing by daypart: Commercial channels, 2012

2.2 3.6 Avg hrs/day

100% 11.9% 12.8% , % , 90% 2300-3000 80% 23.4% 19.6%

daypart 70% 2100-2300 60% 33.7% 50% 34.7% 1700-2100 40% 30% 0930-1700 20% 25.3% 28.6%

Share of viewing by viewing of Share 10% 0600-0930 0% 4.7% 5.3% ABC1 Adults C2DE Adults

Source: BARB/Infosys+. Analysis excludes all BBC channels. 202 Share of viewing by channel group: Commercial channels, 2012

2.2 3.6 Avg hrs/day 100% Other - All other 90% 27.9% 27.3% 80% Other - Top 10 (Gambling) 70% 6.6% 4.0% Movies 60% 50% 21.8% 24.2% Music 40% Sports 30% 20% 38.4% 38.8% Commercial PSB Portfolio 10% Share of viewing by channel group, % group, channel by viewing of Share Terrestrial Commercial 0% ABC1 Adults C2DE Adults

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 203 Summary

ABC1 Adults & C2DE Adults: Key differences Advertising Activity

• In 2012, Adult exposure to all commercial television totalled 952.9bn impacts – this was made up of 374.4bn ABC1 Adult impacts and 578.5bn C2DE Adult impacts.

• This equated to a 39%:61% split between ABC1 Adults and C2DE Adults i.e. C2DE Adult impacts made up three-fifths of total Adult impacts.

• There were 54.5% more C2DE impacts than ABC1 Adult impacts – this difference is likely to be driven by the difference in time spent watching television and, in particular, commercial television.

• Many of the differences across the sub-categories are driven by this difference in the amount of television viewed by the two groups. The scheduling of spots across different dayparts and channels groups also affect the differences seen as the two groups have varying viewing habits.

204 Advertising Activity – Gambling

2012 Spots Impacts, Impacts, Impacts, Adults ABC1 Adults C2DE Adults • Gambling commercials accounted Volume 1.4m 30.9bn 11.8bn(38%) 19.1bn (62%) for 3.3% of total C2DE Adult advertising exposure compared % of total commercial 4.1% 3.2% 3.1% 3.3% with 3.1% among ABC1 Adults. Impacts/individual 630 451 833 Daypart Activity: • The 38%:62% split in volume between ABC1 and C2DE Adult 0600-0930 4.6% 1.9% 1.7% 2.0% Gambling impacts is fairly similar to 0930-1700 39.5% 34.6% 32.1% 36.2% the overall 39%:61% split in total commercial impacts. 1700-2100 11.1% 25.4% 25.8% 25.2% 2100-2300 11.3% 20.1% 22.1% 18.8% • A C2DE Adult would have seen, on average, 833 Gambling 2300-3000 33.5% 18.0% 18.2% 17.9% commercials in 2012 – 382 more Channel Activity: than an ABC1 Adult. Terrestrial commercial 1.3% 41.2% 39.6% 42.1% Commercial PSB Portfolio • Given the differences in viewing 6.9% 20.8% 19.3% 21.8% habits a greater proportion of C2DE Sports 8.0% 7.9% 10.8% 6.1% Gambling impacts were delivered Music 22.1% 2.6% 2.5% 2.6% during the daytime and across the PSB-owned channels while a Movies 9.1% 1.7% 1.4% 2.0% greater proportion of ABC1 impacts Other – Top 10 (Gambling) 8.3% 2.0% 1.8% 2.1% were delivered between 2100-2300 and across sports channels. Other – All other 44.2% 23.9% 24.6% 23.4%

Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 205 Advertising Activity – Lottery & Scratch cards 2012 Spots Impacts, Impacts, Impacts, Adults ABC1 Adults C2DE Adults Volume 355k 8.4bn 3.1bn (37%) 5.3bn (63%) • Lottery & Scratch card advertising % of total commercial 1.0% 0.9% 0.8% 0.9% accounted for similar proportions of ABC1 and C2DE Adult exposure to Impacts/individual 171 120 229 all television advertising at 0.8% Daypart Activity: and 0.9% respectively.

0600-0930 3.9% 1.9% 1.8% 1.9% • Given the higher level of total 0930-1700 61.5% 29.3% 27.2% 30.5% commercials seen by them, the 1700-2100 18.1% 35.1% 35.3% 35.1% number of impacts seen by a C2DE Adult in 2012 stood at 229, almost 2100-2300 6.2% 23.6% 25.8% 22.3% twice the amount seen by an ABC1. 2300-3000 10.3% 10.1% 9.9% 10.2% The split in Adult impacts between Channel Activity: ABC1s and C2DEs is fairly similar to that of total advertising impacts Terrestrial commercial 1.5% 47.5% 48.0% 47.3% at 37%:63%. Commercial PSB Portfolio 8.5% 25.0% 23.8% 25.7% • With over 60% of Lottery & Scratch Sports 6.5% 3.0% 4.1% 2.4% card spots shown between 0930- Music 26.4% 2.9% 2.8% 2.9% 1700, this daypart accounted for a greater proportion of C2DE Movies 10.7% 1.8% 1.4% 2.0% Gambling impacts as viewing is Other – Top 10 (Gambling) 6.4% 1.2% 1.1% 1.3% higher among this group at this Other – All other 40.0% 18.6% 18.9% 18.4% time of day.

Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 206 Advertising Activity – Bingo 2012 Spots Impacts, Impacts, Impacts, Adults ABC1 Adults C2DE Adults

Volume 532k 12.7bn 4.5bn (35%) 8.3bn (65%) • Bingo advertising represented 1.2% % of total commercial 1.6% 1.3% 1.2% 1.4% of all advertising seen by ABC1 Adults and 1.4% of that seen by Impacts/individual 259 171 360 C2DE Adults. The overall 35%:65% Daypart Activity: split in Adult impacts between ABC1 and C2DE Adults shows a 0600-0930 8.6% 3.2% 3.1% 3.2% slight skew towards C2DE viewers 0930-1700 60.6% 55.6% 53.2% 56.8% when compared with the overall 1700-2100 15.9% 28.2% 28.8% 27.8% 39%:61% split across all television impacts. 2100-2300 5.4% 8.8% 10.4% 8.0%

2300-3000 9.6% 4.3% 4.6% 4.1% • A C2DE Adult saw, on average, 360 Channel Activity: Bingo commercials in 2012 – more than double the 171 seen by ABC1 Terrestrial commercial 1.8% 49.5% 48.4% 50.1% Adults. Commercial PSB Portfolio 7.8% 20.2% 19.6% 20.5% • The large proportion of spots Sports 2.2% 0.3% 0.4% 0.2% shown between 0930-1700, when Music 20.1% 2.8% 2.8% 2.7% C2DE viewing is higher than Movies 7.5% 1.5% 1.2% 1.6% ABC1s, results in a greater proportion of impacts seen by Other – Top 10 (Gambling) 11.1% 2.3% 2.2% 2.4% C2DE Adults during this slot Other – All other 49.4% 23.6% 25.5% 22.5% compared with ABC1s.

Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 207 Advertising Activity – Gambling Sports

2012 Spots Impacts, Impacts, Impacts, • The total volume of Gambling Adults ABC1 Adults C2DE Adults Sports impacts seen by ABC1 and Volume 91k 3.8bn 1.8bn (47%) 2.0bn (53%) C2DE Adults, in 2012, was fairly similar at 1.8bn and 2.0bn impacts % of total commercial 0.3% 0.4% 0.5% 0.3% respectively. Impacts/individual 78 69 88 • Gambling Sports accounted for Daypart Activity: 0.3% of total commercial impacts 0600-0930 1.7% 0.4% 0.5% 0.3% seen by C2DE Adults – and a higher proportion of total impacts 0930-1700 8.5% 30.4% 30.6% 30.1% seen by ABC1 Adults (0.5%). 1700-2100 5.7% 34.0% 35.4% 32.8% Analysis of the split in Adult 2100-2300 25.4% 21.4% 21.3% 21.4% Gambling Sports impacts between the two groups shows a skew 2300-3000 58.7% 13.8% 12.1% 15.3% towards ABC1s at 47%:53% Channel Activity: compared against the overall split Terrestrial commercial 1.1% 30.6% 27.5% 33.3% in total impacts of 39%:61%.

Commercial PSB Portfolio 5.1% 10.8% 9.0% 12.4% • Sports channels account for a Sports 41.8% 45.2% 51.2% 39.8% greater proportion of ABC1 Adult viewing than C2DEs –with over Music 29.2% 1.5% 1.2% 1.7% 40% of Gambling Sports spots Movies 1.0% 0.1% 0.1% 0.1% shown across these channels, this Other – Top 10 (Gambling) 2.2% 0.5% 0.3% 0.6% trend in viewing is likely to be a key driver behind the skew towards Other – All other 19.7% 11.4% 10.7% 12.0% ABC1s. Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 208 Advertising Activity – Online Casino & Poker 2012 Spots Impacts, Impacts, Impacts, Adults ABC1 Adults C2DE Adults Volume 411k 5.9bn 2.4bn (40%) 3.6bn (60%) • With almost all Online Casino & % of total commercial 1.2% 0.6% 0.6% 0.6% Poker spots shown post-2100, these impacts account for a similar Impacts/individual 121 91 156 proportion of total commercial Daypart Activity: advertising seen by ABC1 and C2DE adults (0.6% for both). 0600-0930 0.5% 0.1% 0.1% 0.1%

0930-1700 0.1% 0.1% 0.2% 0.1% • The split in Adult Online Casino & 1700-2100 0.0% 0.2% 0.2% 0.2% Poker impacts between the two groups (40%:60%) is similar to that 2100-2300 20.4% 38.2% 40.0% 37.1% across all commercial impacts 2300-3000 79.0% 61.3% 59.6% 62.5% (39%:61%). Channel Activity: • However, given the fact that C2DE Terrestrial commercial 0.7% 21.2% 21.4% 21.0% Adults watch more commercial Commercial PSB Portfolio 4.7% 22.7% 20.5% 24.1% television and are exposed to a much higher level of total Sports 9.5% 7.0% 8.7% 5.9% commercial impacts, the number of Music 19.2% 2.3% 2.3% 2.4% Online Casino & Poker impacts seen by a C2DE viewer stood at Movies 11.6% 3.3% 2.7% 3.7% 156 in 2012, 65 more than the 91 Other – Top 10 (Gambling) 7.6% 3.3% 3.0% 3.6% seen by an ABC1 Adult. Other – All other 46.7% 40.1% 41.3% 39.3%

Source: BARB/Nielsen Monitor. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Gambling spots in 2012. 209 Annex 1: Methodology

210 Methodology – Data sources

• Viewing analysis – Source: BARB – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2005-2012 – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution

• Spot analysis – Source: Nielsen Monitor – 2005-2012 – Analysis based on product category – To avoid multiple counting of commercial spots across the terrestrial channel regions, the following were taken as indicative of the network based on advice from Nielsen Media: • ITV1 / ITV1+1= ITV1 Granada / ITV+1 Granada • ITV Breakfast /ITV Breakfast +1 = ITV Breakfast North West/ ITV Breakfast +1 North West • C4 / C4+1 = C4 North West/ C4+1 North West • Five / Five+1 = Five East/ Five+1 East – HD variants of channels have been excluded from analysis - +1 channel variants have been included in the analysis

• Impacts analysis – Source: Nielsen Monitor – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2005-2012 – Analysis based on product category – All impacts across all channels – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution

211 Methodology – Product categories Gambling Lottery & Scratch Gambling excl Bingo Gambling Sports Online Casino & cards Lottery & Scratch Poker cards 22.01.10 Online 22.01.26 Lottery 22.01.10 Online 22.01.27 Bingo 22.01.29 Gambling 22.01.10 Online Casino Casino – Sports Casino

22.01.15 Offline 22.01.31 Scratch 22.01.15 Offline 22.01.35 Poker Casinos cards Casinos 22.01.25 Football 22.01.25 Football Pools Pools 22.01.26 Lottery 22.01.27 Bingo 22.01.27 Bingo 22.01.28 Gambling – Other 22.01.28 Gambling 22.01.29 Gambling – Other – Sports 22.01.29 Gambling 22.01.35 Poker – Sports 22.01.31 Scratch 22.01.45 Tipsters cards 22.01.35 Poker 22.01.45 Tipsters

212 Methodology – Channel groups

BBC Commercial PSB Digital BBC1 (SD+HD) ITV +1 BBC2 CITV/CITV Breakfast (+1) ITV News Terrestrial Commercial ITV2 (inc HD) ITV ITV2 +1 ITV HD ITV3 (inc HD) CH4 ITV3 +1 CH5 ITV4 (inc HD) BBC DIGITAL ITV4 +1 BBC3 CH4 +1 BBC4 4Music BBC HD 4seven BBC News E4 BBC Parliament E4+1 CBeebies Film4 CBBC Film4 +1 More4 More4 +1 CH5 +1 5* 5* +1 5 USA 5 USA +1

Note: Not all channels listed may have been active during /for the whole duration of the analysis period. 213 Methodology – Channel groups SPORTS MUSIC MOVIES All In Sport (ceased 01/01/07) Bedroom TV (ceased 30/09/08) more>movies/movies mix attheraces Bliss more>movies/movies mix+1 BT Sports 1 Brit Hits (ceased 26/01/09) MGM HD BT Sports 2 Bubble Hits (ceased 13/02/09) Movies 24 ESPN America BuzMuzik Movies 24 + ESPN Channel AKA Movies4Men ESPN Classic Channel Starz Movies4Men+1 Eurosport Chart Show TV Movies4Men2 Eurosport 2 Chart Show TV + 1 (ceased 29/05/12) Movies4Men2 +1 Eurosport HD Clubland TV Simply Movies (ceased 15/06/09) Extreme Sports Channel Chart Show Dance TCM Fight Network (ceased 03/12/08) Flava TCM 2 Golf TV (ceased 31/12/07) Kerrang Sony Movies LFC TV Kiss TV Sony Movies +1 Motors TV Magic TV True Movies 1 MUTV MTV True Movies 2 Racing UK (ceased 31/12/09) MTV +1 Horror Channel Setanta Golf (ceased 23/06/09) MTV Rocks Horror Channel +1 Setanta Sports 1 (ceased 23/06/09) MTV Base World Movies TV (ceased 07/11/08) Setanta Sports 2 (ceased 23/06/09) MTV Dance Sky Movies Showcase Setanta Sports News (ceased 23/06/09) MTV Hits Sky Movies Crime & Thriller SportsXchange (ceased 01/01/09) MTV Music Sky Movies Action & Adventure Trace Sports MTV Live Sky Movies Classics Sky Sports 1 Musflash TV (ceased 01/04/08) Sky Movies Comedy Sky Sports 2 NME TV (ceased 05/01/12) Sky Movies Disney Sky Sports 3 OMusic (ceased 18/01/10) Sky Movies Drama & Romance Sky Sports F1 p-rock (ceased) Sky Movies Family Sky Sports Active Lo 1-9 Rock-on TV (ceased end Nov 08) Sky Movies Select Sky Sports Active Hi 1-5 Rockworld TV (ceased 23/01/09) Sky Movies Greats Sky Sports Active Other Scuzz Sky Movies SciFi/Horror Sky Sports News Smash Hits Sky Movies 9 (ceased 03/04/07) Sky Sports 4 The Box Sky Movies 10 (ceased 03/04/07) Sky Premiership Plus (ceased 08/05/07) The Vault Sky Movies Premiere VIVA Sky Movies Premiere +1 VH1 Sky Box Office (Movies) MTV Classic Shorts TV (ceased 01/01/10) Vintage TV TCM +1 Greatest Hits TV heat Planet Pop Heart TV Capital TV Note: Not all channels listed may have been active during /for the whole duration of the analysis period. 214 Methodology – Channel groups

Top 10 'Other' – Gambling Based on 2012 Spots Astra - Food Network Astra - Food Network +1 Astra - Style Astra - The Travel Channel Astra - Travel Channel + 1 Astra - Bio Astra - CBS Drama Astra - CBS Reality Astra - CBS Reality +1 Astra - Discovery Home & Health

Top 10 ‘Other’ based on the Top 10 channels for showing category spots in 2012 – excludes channels allocated to channel groups (Terrestrial commercial, Commercial PSB Digital, Sports, Music and Movies). 215