DR Audience Research The Development of Media 2011 The DR Audience Research Department’s annual focus on the development of the Danes’ use of electronic media The Development of Media 2011 page 2 ISBN 978-87-995081-0-5 The Development of Media 2011 page 3 4 Foreword 6 Chapter 1: Another year with a lot of TV viewing 12 Chapter 2: The Danish radio market is changing 18 Chapter 3: The slow and steady growth of the Internet 22 Chapter 4: The Danes carry the Internet in their pockets 26 Chapter 5: Many Danes surf the Internet while watching TV 32 Chapter 6: Breaking News: TV 2 News turns 5 38 Chapter 7: Is there more than one type of TV experience? 42 Chapter 8: Facebook is an everyday tool 49 The Development of Media 2011 page 4 Foreword In 2011, the Danes’ media use has been characterized by two main trends. The traditional media use is very stable and we have seen significant changes in the Danes’ use of new media. These trends are highlighted in this year’s edition of The Development of Media. By Lars Thunø Audience Research Manager, DR Audience Research The Development of Media 2011 page 5 In 2011, the Danes’ media use where users can visit web sites, has been characterized by two and it is also a distribution chan- main trends. The traditional nel that delivers content to oth- media use is very stable and we er media, for example to newer have seen significant changes television sets, set top boxes, in the Danes’ use of new media. gaming consoles and radios. These trends are highlighted in Does this mean that watching a this year’s edition of The Devel- TV show on a cell phone is a TV opment of Media. experience? Or is it a new type of The Danes spend a lot of time experience? on the two main forms of mass We are living in a modern world media, TV and radio. Even though that challenges our way of un- 2011 has not given rise to fur- derstanding and analyzing media ther increase in TV viewing, the use. New and old media coexist Danes nevertheless spend much and complement one another. time in front of the TV. On an av- Thus far the issue has not been erage day in 2011, a Dane spent whether one type of media re- 3 hours and 18 minutes watching places another type, but rather TV. Radio has lost listening time, that the total amount of time but we are talking very small we spend on media has increased losses compared to the media’s with the arrival of new media. high standards. Danes listen to You can read much more about the radio for an average of 2 the current media environment hours and 1 minute per day. In in Denmark in The Development other words, the Danes’ use of of Media 2011. the traditional broadcast media I hope you enjoy reading the is very stable. report. The Danish media habits are also changing, however. In 2011, the number of Danes who were online via their cell phones daily doubled to over a quarter of all Danes. Moreover, the Danes are avid users of the Internet in front of the TV, which is attrib- uted to an increased mobility of computers and access to wireless Internet in most Danish homes. We do not have the vocabulary yet to describe and understand the new opportunities that arise with the Internet. The Internet is an independent type of media The Development of Media 2011 Chapter 1 page 6 For how long do Danes watch TV each day? Target group: 3+ years Source: TNS Gallup TV-Meter 2h 31 min 3h 18 min 2006 2011 The Development of Media 2011 Chapter 1 page 7 tv Another year with a lot of tv viewing Although 2011 will not go down in history as the year when the Danes watched the most TV, they still switch on the TV many times a day. The Danes have spent the majority of their time in the company of the four Danish TV stations. New opportunities are waiting for the Danish TV viewers and they will soon have a greater say in how they assemble their own television packages. By Kurt Holm Jensen and Henrik Gregor Knudsen DR Audience Research The Development of Media 2011 Chapter 1 page 8 The recent years’ boom in TV time. In spite of this decline, For how long do Danes watch TV each day? usage did not continue in 2011. TV 2 was the channel that the Minutes per day After three consecutive years of Danes tuned into most often. Age Group: 3 + years viewing time records and an an- The channel still has a good hold Source: TNS Gallup TV-Meter nual growth of 11% on average, of the Danish TV viewers when the TV usage decreased by 1% in Vild med Dans (Dancing with the 2006 2011. The average Dane watched Stars) rolls across the screen 151 3 hours and 18 minutes of tel- and a classic show like Hvem vil 2007 evision per day, so although the være millionær? (Who Wants to 148 explosive growth in daily viewing be a Millionaire?) is able to at- time has leveled off, the Danes tract over 1 million viewers on 2008 still spent a lot of time in front average after 12 years. 167 of the TV. The many hours a day The decline of the main chan- 2009 in front of the TV were primarily nel was more than offset by 189 spent on the four large TV sta- the other TV 2 channels, which tions, which are TV 2, DR, Viasat all advanced in 2011, with the 2010 including the TV3 channels and exception of TV 2 Film. All in all, 201 SBS with among others Kanal 4 the TV 2 family concluded 2011 2011 and Kanal 5. These four players with an average audience share 198 were responsible for a total of of 39.8% in 2011 compared to 84.6% of TV viewing in Denmark, 39.1% in 2010. which is an improvement of 0.9 TV 2 News, the TV 2 family’s percentage points compared to record breaker, had a year with 2010. In other words, they are many big news stories, much like still very dominant on the Danish DR Update. And TV 2 increased TV market. Both DR and TV 2’s its audience share from 2.8% in channels advanced collectively. 2010 to 3.5% in 2011. This is the first time since 2004 TV 2 Charlie also advanced in that both players show improve- 2011 and, with an audience share ment in the same year. of 3.8% against 3.4% in 2010, In 2011, the fragmentation of can now call itself Denmark’s the Danish TV market showed by fifth largest television channel. audience shares shifting within TV 2 Charlie caters to an older the four large TV stations. Here, audience that watches a lot of the largest channels lost shares, TV and weighs heavily when the whereas several of the smaller total ratings are added up. channels improved. DR: The three latest niche TV 2: A quantum leap for TV 2 channels improve News Also the DR family came TV 2’s main channel ended 2011 strengthened out of 2011 with with a decline of 0.8 percentage an increase: the result was an points and an audience share annual share of 28.3% of the of 27.4% of the total viewing total TV viewing compared to The Development of Media 2011 Chapter 1 page 9 Audience shares allocated on channels in 2010 and 2011 24 hours Age group: 3 + years Source: TNS Gallup TV-Meter TV 2 DR TV3 SBS Others 39.1% 39.8% 16.3% 15.4% 7.0% 7.0% 9.7% 9.5% 27.9% 28.3% 2010 2011 1.3% 1.5% TV 2 Sport TV 2 Sport 1.7% 2.1% 2.8% 3.5% DR Ramasjang DR Ramasjang TV 2 News TV 2 News 0.9% 1.1% 1.1% 1.0% DR K DR K TV 2 Film TV 2 Film 1.0% 1.4% DR HD DR HD 3.4% 3.8% 0.5% 0.7% TV 2 Charlie TV 2 Charlie DR Update DR Update 0.3% 0.2% Voice TV Voice TV 2.4% 2.7% 1.3% 1.4% 4.6% 4.3% 1.3% 1.7% TV 2 Zulu TV 2 Zulu TV3 PULS TV3 PULS 6’eren 6’eren DR2 DR2 3.4% 3.6% 3.4% 3.3% TV3+ TV3+ 28.1% 27.4% 19.2% 18.8% Kanal 5 Kanal 5 5.0% 4.5% 2.0% 1.8% TV 2 TV 2 DR1 DR1 TV3 TV3 Kanal 4 Kanal 4 2010 2011 2010 2011 2010 2011 2010 2011 The Development of Media 2011 Chapter 1 page 10 27.9% in 2010. Much like in 2010, penetration and because more This year’s 10 most watched television programs the increase can be attributed than half the population is now The list is an average for series with at least 3 episodes lasting 15 minutes, which are broadcast to the three newcomers; DR HD, able to watch the Sunday drama for the first time including any simultaneous transmission on DR HD. Sport is not included. DR Ramasjang and DR K as well in a razor-sharp image quality. Age group: 3 + years as DR Update.