TV viewing levels still rising in Europe

30 September 2010

PARIS: Consumers in some of Europe's biggest markets are spending more time watching television, a new study has shown.

Research firm Eurodata suggested people in the UK dedicated 3 hours 57 minutes to TV every day during the opening eight months of 2010, a 15 minute increase on an annual basis.

The Netherlands generated a seven minute uptick from exactly three hours registered between January and August 2009.

Similarly, the average member of the Spanish audience commits 3 hours 49 minutes to this medium, a six minute improvement.

Despite the rising importance of the internet, young adults exhibited parallel habits, Eurodata found.

Viewers fitting this profile in the UK devoted 12 extra minutes each day to linear broadcast content, to 2 hours 45 minutes.

Their Dutch peers recorded a seven minute increase, taking them above the two hour mark, and this attractive demographic also delivered a four minute leap in Spain, to 2 hours 26 minutes.

"In 2010, the consumption of television throughout the world is continuing to grow strongly, thanks to the year's many sporting events and cross-fertilization of TV and the internet," said Jacques Braun, vp, Eurodata TV Worldwide.

Elsewhere, Italian children watched five minutes more television in the first half, on 2 hours 44 minutes.

The headline figure stood at just 1 hour 33 minutes in Germany, meaning totals climbed by the same level as Italy.

Spanish children spent 12 minutes longer in front of shows during H1 2010 compared with the previous year, on 2 hours 38 minutes.

Data sourced from Eurodata; additional content by Warc staff