Data from the Broadcasters' Audience Research Board (BARB) showed that viewers watched a total of 3 hours 41 minutes of TV every day on a TV set – either live or on playback or on-demand within seven days of broadcast.
Separate data from Thinkbox, the marketing body for TV broadcasters was based on figures supplied by broadcasters themselves. This revealed that 3 minutes 30 seconds of TV was consumed via devices such as tablets, smartphones and laptops – mostly on-demand but some via live streaming.
In all, there was a decline of 10 minutes 30 seconds, attributable entirely to a drop in TV set viewing. It fell 4.7% while viewing on other screens grew 17%.
Despite that, TV sets continue to be the UK's screen of choice by some distance: in 2014, 98.4% of all TV was watched on a TV set and most of that took place in the living room.
Putting this into a longer term perspective, TV set viewing was only 0.4% less in 2014 than it was 10 years ago, Thinkbox said. And reach remained high at 94.2% a week in 2014.
That last figure was slight down on 2013 (94.6%), which was explained by the fact that those who were watching the most watched a bit less: the number of viewers who watched over 4 hours a day in 2014 fell by 7.2% compared with 2013.
Most viewing continues to be live – 88% in 2014 compared to 89% in 2013 – with the level of non-live viewing (i.e. playback and VOD within 7 days on a TV set) settling around the 15-20% mark.
But as viewing increasingly takes place outside those seven days – the measurement on which TV advertising is traded – BARB also measured viewing that had taken place between eight and 28 days after broadcast. A more nuanced picture emerged, with the 4.7% decline noted above being reduced to 3.4%.
Younger people watched 7.1% less TV in 2014 but it remains the dominant medium and, crucially for advertisers, commercial TV accounted for three quarters (74.8%) of the viewing of 16-34 year olds.
That was above the national average of 65.8%, meaning that the average person watched 2 hours 25 minutes of commercial TV a day, including 45 ads – seven more than ten years ago.
Data sourced from Thinkbox; additional content by Warc staff