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RADIO TELEFÍS ÉIREANN Operational Review RTÉ Television (continued) Source: RTÉ Commercial Activity and Performance In setting the budget for 2008 there was an expectation of a slow down in the phenomenal growth that had been achieved over the past four years (compound annual growth rate from 2003-2007 of 14.6%) but no economic indicators predicted the rapidity and severity of the decline on the Irish economy in general and TV advertising in particular. Overall RTÉ Television advertising revenue was down 5% on 2007 but deeper analysis reveals a year of two halves with year-onyear increase of 4% in the January to June period but a fall of 13% in the second half of the year, July to December. Analysis of TV advertising revenue by category shows the largest year-on-year decreases in Retail, Drink, Finance and Entertainment and the Media. The Retail sector, ranked number two in terms of RTÉ Television revenue, experienced a decrease of over €3 million on 2007 and within this a decline of over €2 million was experienced in quarter 4 2008. Business - Industrial and Government sectors, showed the largest increases in TV advertising spend yearon-year. New advertisers in 2008 included Quinn Direct, Climate Change, Samsung, National Roads Authority and the Irish League of Credit Unions. RTÉ Television sponsorship revenue was also affected by the dramatic downturn in economic fortunes with final results down 13% on 2007. Despite setbacks caused by the US Guild Writers strike, the early part of 2008 saw some significant contracts agreed including a new sponsor, Baileys, for Desperate Housewives (2008 - 2011) and the Weather continues to be sponsored by Avonmore (2008 - 2010). New sponsors during 2008 included News International (The Sunday Times), Unilever (Timotei and Cif) and KAL (Nordmende). Operation Transformation which ran across three platforms, Radio, Television and Online, proved a huge success for the Cross Media Sales team maximising leverage for the sponsor. Other initiatives during 2008 included the Television Sales conference i 2 insight and innovation, bringing new thinking to the television industry in Ireland. This platform introduced some key research (Affinity and Effectiveness, Brand Essence, Blueprint for a Sting) to the industry to prove that advertisements and sponsorship on TV work harder than any other medium. In November 2008 RTÉ was the first broadcaster in Europe to broadcast a live advertisement simultaneously across Television, Radio and Online during the Munster vs All Blacks game. TV Library Sales achieved a record turnover of €455,000 in the year which represents a growth of 143% over a six-year period. Operation Transformation, RTÉ’s first 360 o commission on TV, Radio and Online. In November 2008 RTÉ was the first broadcaster in Europe to broadcast a live advertisement simultaneously across Television, Radio and Online during the Munster v All Blacks game. 10
ANNUAL REPORT & GROUP FINANCIAL STATEMENTS 2008 RTÉ Television National All Individual Peak Share Comparison 2008 vs. 2007 RTÉ One 31% (- 0.5%) RTÉ Two 12.1% (- 0.1%) Total RTÉ 43.1% (- 0.6%), year-on-year percentage drop of 1.4% RTÉ Television National All Individual All Day Share Comparison 2008 vs. 2007 RTÉ One 25.1% (0.1%) RTÉ Two 11.5% (- 0.6%) Total RTÉ 36.6% (- 0.5%), year-on-year percentage drop of 1.3% The major technical project of the year was the redevelopment of the main Television News studio. RTÉ Television Multi-Channel All Individual Peak Share Comparison 2008 vs. 2007 RTÉ One 26.6% (- 0.1%) RTÉ Two 10.7% (0.5%) Total RTÉ 37.3% (0.4%), year-on-year percentage increase of 1.1% RTÉ Television Digital Peak All Individual Share Comparison 2008 vs. 2007 RTÉ One 22.7% (- 0.2%) RTÉ Two 9.5% (0.5%) Total RTÉ 32.2% (0.3%), year-on-year percentage increase of 0.9% The single biggest operation of the year was the Beijing Olympics. Operational Issues Investment in new technologies such as Avid in editing and Flint/VizRt in graphics proved its value in terms of creativity and flexibility both on-screen and off-screen. The biggest single operation of the year was the Beijing Olympics which involved the installation of a temporary production facility. This met the huge demand turning round pictures and commentaries for live and recorded programmes on almost a 24-hour basis; altogether RTÉ Television transmitted 223 hours of Beijing coverage over 16 days. The major technical project of the year was the redevelopment of the main Television News studio. Given the nature of news it was necessary to plan the project down to the smallest detail to ensure that work was completed on time and with the minimum cost and disruption to services. The building work on the gallery was completed, on time and on budget, in December and the full studio set up went live in early 2009. Competitive Challenges 2008 was another very challenging yet successful year for RTÉ Television. The competition continues to grow as the number of digital homes increased to over 55% (Source: AGB Nielsen Media Research - 2008 average) of the TV population by yearend. While there were some small decreases in share performance in National Homes, RTÉ Television performed well in the most competitive environments, with increases in peak-time in both Multi-Channel and Digital Homes for total RTÉ viewing. RTÉ had a very strong performance in the Top 20 TV programmes for 2008, with 19 out of 20; 13 on RTÉ One and 6 on RTÉ Two. 11
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