Britain's Institute of Practitioners in Advertising - the official body representing British advertising, media and marketing communications agencies - on Friday published its latest Trends in Television Viewing Report for Q4 2005.

Among a wealth of data, this reveals that marginally under 65% of UK households now have digital television, an increase of 10 percentage points on last year.

The survey's other key findings include ...

  • Total digital reception in UK households is 64.2%, up from 20.4% in 2001 and 54.4% at the beginning of 2005. Digital terrestrial reception remains the fastest growing platform serving over 25% of the digital television population.

  • Non-terrestrial viewing has remained at 30% for the second successive quarter, an increase of 10 percentage points since 2001 and a year-on-year increase of 2.5%.

  • Compared to Q3 2005, BBC1 increased its share of viewers from 22.2% to 23.3% and ITV1 from 20.5% to 22.3%. Channel Four's Q3 audience share success of 11% conversely declined sharply to 8.7% in Q4.

  • The average daily hours of viewing for the whole of 2005 have decreased to 3.65 in comparison to 3.71 in 2004 and viewing in Q4 2005 decreased to 3.81 hours compared to 3.89 hours in Q4 2004.

  • The strong bias of the non-terrestrial audience to the young age groups remains a key feature, 48.5% of under 16s viewing is to non-terrestrial channels.
Comments IPA Research Director Lynne Robinson: "Nearly two thirds of all television households can now receive digital television - a growth of 10 percentage points during 2005. Digital's share of viewing has also increased to circa 30% - a growth of 2.5 percentage points over 2005."

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