TV still most popular form of media

19 May 2009

LONDON/WASHINGTON: Watching television remains the dominant media pastime among consumers worldwide, with the average claimed daily viewing time reaching three hours and 20 minutes, according to research from TGI across a number of major markets.

TGI's research, which was commissioned by WARC Online and is reported in full here, found that television viewing levels were highest in Central and Latin America, with Argentina, Brazil and Mexico taking the top three slots respectively.

The average Argentine consumer watched television for a total of 31 hours a week, some 34% above the norm, and a figure that equates to a daily viewing time of almost four-and-a-half hours.

Overall, the typical TGI respondent also spent a reported 14.6 hours online over the last month, amounting to just under half an hour on the web each day.

France leads the way in terms of total surfing time, at 19 hours per month, almost a third more than the average, while the Ukraine and India are at the opposite end of the spectrum.

Among TGI's other findings were that newspaper readership levels are highest in China, and Canadians spend the most time listening to the radio.

Subscribers to WARC Online can find out more information about this research by clicking here.

For more information about TGI, please visit the company's website.

Data sourced from WARC Online