LONDON: The Institute of Practitioners in Advertising - the official body representing UK advertising, media and marketing communications agencies - yesterday published its latest Trends in Television Viewing report for the quarter ended September.

Digital terrestrial via a standard roof antenna continues to grow rapidly and is now covers nearly 30% of the British TV population. Digital television in all its forms is now in almost 70% of TV-owning households

According to IPA research director Lynne Robinson: "The growth of non-terrestrial television is accelerating. However, within terrestrial, ITV's performance was much improved in the last four weeks of the quarter following the start of the autumn schedule.

Further data from the report can be viewed by clicking here.

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