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Future Trends in UK Digital Terrestrial Radio (DTR) Penetration and Growth Forecasts

This report explores the projected growth of Digital Terrestrial Radio (DTR) penetration in the UK, referencing multiple forecasts from Merrill Lynch, Starcom, and Jupiter Research. As of April 2008, the actual DTR penetration stood at 39.2%, set against various platforms such as pay satellite and cable. Insights also include the profile differences between Sky and Freeview, the growth of Sky Interactive channels, and the impact of interactive TV on consumer purchasing intent, highlighting the increasing importance of digital platforms in media consumption.

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Future Trends in UK Digital Terrestrial Radio (DTR) Penetration and Growth Forecasts

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Presentation Transcript

  1. Platforms and Technology

  2. How might UK DTR penetration develop over time? Merrill Lynch forecast Starcom forecast Jupiter Research forecast Actual DTR Penetration* Source: Sky *Actual DTR Penetration as of 30/04/2008

  3. Digital platform penetration Free Satellite: 1.2% Cable: 6.2% Analogue Terrestrial: 32.5% Pay Satellite: 20.6% ADSL: 0.1% Digital Terrestrial: 39.2% Source: Ofcom Digital Television Update Q1 2008, all sets

  4. What is the network versus digital share across channels? Source: InfoSys 1/01/2008 – 30/06/2008

  5. What are the profiles of Sky and Freeview and how do they differ?

  6. How has Sky Gamestar and other Sky Interactive channels grown over time? Source: BARB/Infosys Based on 1+ interactive minutes

  7. For what activities is Interactive TV used for? Source: IPA Touchpoints Hub Survey 2005

  8. How can interactivity effect purchase intent? Interactors show a 105% rise in propensity to purchase from standard viewers of the TV ad Source: SkyView/Continental Research 2007 Averages over 28 campaigns

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