UK TV Viewing Flat; Pay-TV Adspend Grows

28 March 2001

Despite the seemingly limitless range of TV channels on offer through cable and satellite packages, the British consumer appears reluctant to watch more television, according to a report by the medium’s watchdog, the Independent Television Commission.

“Despite the increasing choice of programming, UK viewers are not watching more television, with the average remaining 3.5 to four hours a day,” observed the ITC in its 2000 annual report.

Total television ad revenues last year hit £3.3 billion ($4.7bn), comprising 46% of all TV revenues, said the ITC. In addition, the commission announced that advertisers are spending more to reach consumers via multi-channel packages. The proportion of television ad revenue received by such services climbed in 2000 to 14%. This shift reflects the rapid uptake of digital TV, to which over 30% of British households now have access – the highest penetration in the world.

The ITC also confirmed earlier reports from Granada Media, Carlton Communications and others that TV adspend had slowed in the fourth quarter.

News Source: CampaignLive (UK)