European TV Survey- Results Czech Republic 2009-

January 2010

European TV Survey-Czech Republic

Content

About the European TV survey 3

About the sample in the Czech Republic 4

Time use on leisure activities and media 5

Change in leisure time use and reasons why people watch more TV than before the crisis

6

Change in TV package due the crisis 7

Media sources for information about the crisis 8

TV & the crisis 9

Effect of the crisis on holiday behavior 11

2

European TV Survey-Czech Republic

About the European TV survey…

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

• The survey was conducted online among a sample of online panel members in the Czech Republic. The sample is representative for the Czech population on age and gender. A total of 1066 ratings were obtained.

• All ratings in the country were weighted to obtain a representative sample based on age and gender distribution.

• The study took place between October 26th and November 16th 2009.• The survey was carried out in 10 European countries, i.e., Austria, Belgium, the Czech

Republic, Hungary, Ireland, The Netherlands, Poland, Romania, Slovakia, and Switzerland. A total of 10.804 respondents completed the survey.

• The survey was coordinated by Reputation Institute. This is the sixth time that Liberty Global Inc., the parent company of UPC, has commissioned the annual television survey.

European TV Survey-Czech Republic

About the sample in the Czech Republic

Age N %

18-24 134 12.5%

25-34 206 19.3%

35-44 260 24.4%

45-64 467 43.8%

Total 1066 100%

Education N %

Primary 32 3%

Secondary without leaving exam 116 10.9%

Secondary with leaving exam 579 54.3%

University 339 31.8%

Total 1066 100%

Region N %

Prague 264 24.8%

Stredocesky region 110 10.3%

Jihocesky region 43 4.1%

Plzensky region 34 3.2%

Karlovarsky region 15 1.4%

Ustecky region 66 6.2%

Liberecky region 34 3.2%

Kralovehradecky region 48 4.5%

Pardubicky region 36 3.3%

Vysocina 54 5%

Jihomoravsky region 121 11.3%

Olomoucky region 56 5.3%

Zlinsky region 47 4.4%

Moravskoslezsky region 139 13%

Total 1066 100%

Gender N %

Male 536 50.3%

Female 530 49.7%

Total 1066 100%

European TV Survey-Czech Republic

Time use on leisure activities and media

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

Czechs mainly spend their free time with friends/family. To a lesser extent they are surfing the Internet and are watching television in their free time.Czechs mainly spend their free time with friends/family. To a lesser extent they are surfing the Internet and are watching television in their free time.

5

33.2

18.0 15.9

4.2 3.2 3.0 2.5 1.9 .2.0

5.010.015.020.025.030.035.040.0

Spend time withfriends/family

Surf internet Watchtelevision

Watch DVDs/videos

Do sports Readnewspapers

Go out to bars/restaurants

Play videogames

Go to cinema

Time use on leisure activities and media(Average hours/week)

European TV Survey-Czech Republic

Change in leisure time use and reasons why people watch more TV than before the crisis

Q: Why do you watch more TV than before the crisis?

6

18%

2%

6%

1%

8%

6%

3%

21%

5%

75%

58%

75%

60%

81%

78%

77%

75%

79%

7%

40%

19%

39%

11%

16%

20%

4%

17%

0% 20% 40% 60% 80% 100%

Spend time withfriends/family

Go out to bars/restaurants

Do sports

Go to the cinema

Watch television

Watch DVDs/videos

Play video games

Surf the internet

Read newspapers

More No dif ference Less

28%

22%19%

16%

10%

5% I don’t go out as much

I stopped with other things I did in my f ree time

I watch more TV to get information on the f inancial crisis

TV helps me to escape f rom negative feelings associated with the f inancial crisis

I’m currently out of employment

Other

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

To some extent Czechs have altered their behaviors due to the financial crisis. About 40% of the population goes out less to bars/restaurants and to the cinema and about 20% of the Czechs spend more time with friends/family and surf the Internet. Only 8% of the population watches more television. Main reasons are that they go out less than before the financial crisis and stopped doing things they did before in their free time.

To some extent Czechs have altered their behaviors due to the financial crisis. About 40% of the population goes out less to bars/restaurants and to the cinema and about 20% of the Czechs spend more time with friends/family and surf the Internet. Only 8% of the population watches more television. Main reasons are that they go out less than before the financial crisis and stopped doing things they did before in their free time.

European TV Survey-Czech Republic

Change in TV package due to the crisis

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

7

Most people did not change their TV package due to the financial crisis. Only 10% of the population upgraded the TV package to allow more channels.Most people did not change their TV package due to the financial crisis. Only 10% of the population upgraded the TV package to allow more channels.

22%

61%

6%10%

0%

10%

20%

30%

40%

50%

60%

70%

Not possible – analogue TV or basic TV package only

Not changedpackage

Downgradedpackage

Upgraded package to allow more channels

European TV Survey-Czech Republic

Media sources for information about the crisis

8

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

26%

9%

3%

61%

1%

0% 10% 20% 30% 40% 50% 60% 70%

TV

Newspapers

Radio

Internet

Other

Most people get their information about the financial crisis from the Internet.Most people get their information about the financial crisis from the Internet.

European TV Survey-Czech Republic

TV & the crisis (1)

9

Statements(Completely)

disagreeNeutral

(Completely) agree

People do not escape from recession by watching TV programs.

I watch more soap operas to escape the financial crisis 73.8% 20.2% 6.0%

I watch more travel & holiday programs on TV to escape the crisis 59.5% 25.6% 14.9%

I watch more sport games on TV to escape the financial crisis 67.4% 25.3% 7.3%

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

54.5% 31.2% 14.3%

Opinion are mixed about TV programs related to the distress of the crisis. More than a third of the population likes to watch these types of programs.

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

32.0% 29.1% 38.9%

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

60.7% 26.7% 12.6%

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

34.9% 28.9% 36.2%

Almost half of the population feels that the financial crisis is exaggerated on TV or that TV attention has worsened the crisis.

I believe that the financial crisis is exaggerated on TV 37.3% 15.9% 46.8%

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

36.1% 15.4% 48.5%

European TV Survey-Czech Republic

TV & the crisis (2)

10

Statements(Completely)

disagreeNeutral

(Completely) agree

The Finance Minister and the Prime Minister did not become more credible due to their TV presence, nor did they amplify the crisis.

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

54.0% 27.2% 18.8%

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

51.4% 27.1% 21.5%

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

49.3% 27.1% 23.6%

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

49.6% 26.8% 23.6%

More than 50% of the population is tired of the topic ‘financial crisis’ on TV.

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

46.7% 34.0% 19.4%

I am getting really tired of the topic ‘financial crisis’ on TV 22.4% 25.6% 52.0%

European TV Survey-Czech Republic

2%

56%

30%

12%

0%10%

20%30%40%

50%60%

No, I go more on holiday No difference; the crisis does not affect my holidays

Yes, I go less on holiday I never go on holiday; I always spend my holidays at home

Effect of the crisis on holiday behavior (1)

11

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

28%

18%

27% 27%

0%5%

10%15%20%25%30%

No , I (will) spend myholiday abroad

Yes, I (will) spend myholiday in my own country

to save money

I will spend my holidayin my own country

as every year

Not sure

30% of the Czechs say that they go less on holiday due to the financial crisis. Of the people that normally go on holiday, most will spend their holiday in their own country, either as a result of the crisis (18%) or because they do so every year (27%).

30% of the Czechs say that they go less on holiday due to the financial crisis. Of the people that normally go on holiday, most will spend their holiday in their own country, either as a result of the crisis (18%) or because they do so every year (27%).

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

European TV Survey-Czech Republic

7%

69%

24%

0%10%20%30%40%50%60%70%80%

Yes, more No I never watch these types of programs

35%40%

26%

0%5%

10%15%20%25%30%35%40%45%

No Yes About the same

Effect of the crisis on holiday behavior (2)

12

Q: Do/will you spend less money on holidays due to the financial crisis? (question only posed to people who go on holiday)

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

40% of the Czechs indicated that they will spend less on holidays due to the crisis. The majority does not watch more TV programs about holidays and traveling than before the financial crisis.40% of the Czechs indicated that they will spend less on holidays due to the crisis. The majority does not watch more TV programs about holidays and traveling than before the financial crisis.