Research published by the Institute of Practitioners in Advertising shows Britons deserting terrestrial TV in their droves during the first quarter of 2001. The sole exception to the trend was Channel 5 which increased its viewing share.

On average, terrestrial channels commanded viewers’ attention for only 2.72 hours daily – 8.4 minutes down on the same period last year, nearly thirty minutes less than in 1991, and the lowest level since the IPA records began in 1985.

The hardest-hit channels are the ITV commercial network and BBC1 (which does not carry advertising). The former’s share plunged from 28.9% in Q1 2000 to 27.5%, while the latter fell from 26.5% to 26.3%.

In contrast, non-terrestrial channels increased their aggregated viewing share during the same period to nearly 20% of the UK audience.

News source: CampaignLive (UK)