Brits View Less TV, But Digital Viewing Hits 54%

07 March 2005

The UK's Institute of Practitioners in Advertising on Friday published its latest Trends in TV quarterly report, signalling a slippage in overall viewing levels in the fourth quarter of 2004.

The Q4 data indicate a faltering in the pattern of growth evident in previous quarters. The main points emerging from the new report are …

  • Although BBC1 still led the field, ITV1 increased its audience share to 23.3% at the expense of BBC1, whose share decreased to 23.8%. Channel 4 also saw its audience share drop to 9%.

  • During the key holiday week ended January 2, BBC1 achieved 23.8% average audience share at the expense of ITV which with GMTV took 23.4%. Among other terrestrial channels BBC2 scored 9.6%, Channel 4 (9.0%) and Five (6.4%).

  • Demographically, channel performances retained much the same pattern as they have for some while. The strong bias of the non-terrestrial audience towards the younger age groups continued, with non-terrestrial taking a 45.6% share amongst children.

  • By platform, the survey indicates that terrestrial channels in aggregate hold a larger share of viewing (77.1%) than they did on any other digital platform.
Comments IPA research director Lynne Robinson: "The latest TV Trends report shows that the overall level of television viewing in the last quarter of 2004, and 2004 as a whole, was fairly constant.

"The major point of interest in the data is the continual growth in digital homes which now constitutes 54% of the television universe. This growth is spearheaded by digital terrestrial."

Data sourced from Institute of Practitioners in Advertising (UK); additional content by WARC staff