Britons Watch More TV, Reports IPA

05 March 2008

LONDON: The Institute of Practitioners in Advertising  – the body representing British advertising, media and marketing communications agencies –  has released its latest quarterly report on TV viewing, Trends in Television.

Nationwide viewing levels recorded an increase for the third consecutive quarter, resulting in average daily viewing hours of 3.63 hours for 2007, compared to 3.60 hours in 2006.

In terms of audience share, BBC1 and ITV1 both enjoyed a robust fourth quarter – respectively grabbing shares of 22.4% and 19.7%.  In particular, BBC1 enjoyed an increased share of viewing of 24.7% during the Christmas week.

Demographically, individual channel performances retain largely the same pattern they've held for some time. The strong bias of the non-analogue audience toward young age groups is the key feature of the report's findings.

Digital reception continues to grow and now covers over 82% of all television households. Digital terrestrial (as opposed to satellite and cable) platforms remain the fastest growing and now serve 47% of the TV population.

Patronage levels for the main channels (and for TV overall) are at about the same levels as a year ago. Patronage of the non-analogue channels is now over 75% for the first time.

Data sourced from IPA Online (UK); additional content by WARC staff