LONDON: The latest quarterly Trends in Television Report, published Tuesday by Britain's Institute of Practitioners in Advertising, shows that the overall national television viewing audience continues to achieve growth.

Average hours of viewing for the third quarter of 2008 stood at 3.54 hours, compared year-on-year to 3.38 – the highest level recorded for this quarter since the start of the current BARB (Broadcasters Audience Research Board) panel in 2002.

Additional key findings:

  • The non-terrestrial channels continued to grow and are now approaching a 40% share of viewing.
  • Demographically, channel performances retain much the same pattern as they have held for some time. The strong bias of the non-terrestrial audience to the young age groups remains a key feature.
  • Digital reception continues to grow across each platform and now stands at 83.2% overall. The individual growth for each digital platform indicates that more homes are installing multiple platforms.
Comments IPA research director Lynne Robinson: "This is another good quarter for television, with year-on-year viewing levels recording another healthy growth.

"Digital reception now stands at 83.2% which hopefully will minimise the disruption caused by the ongoing digital switchover."

Data sourced from: Institute of Practitioners in Advertising (UK); additional content by WARC staff