LONDON: The Institute of Practitioners in Advertising - the official body representing British advertising, media and marketing communications agencies - today (Thursday) publishes its TV Trends Report for the final quarter of 2006.

This shows that recorded television viewing levels are continuing to decline, with average daily viewing levels now standing at 3.60 hours.

The share of viewing for non-terrestrial channels has declined slightly for the first time in a year. The main beneficiary of this was ITV which put in a strong performance particularly in the first half of Q4.

Digital reception continued to grow at a rapid rate and now stands at 72.0% of all TV households. This is primarily driven by digital terrestrial viewing (via Freeview) whose percentage leapt from 30.2% to 34.9% in the last quarter.

Says IPA research director Lynne Robinson : "The latest quarter's results show the popularity of digital terrestrial whose household penetration has grown by nearly ten percentage points in the last year."

Data sourced from IPA (UK); additional content by WARC staff