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

It reveals that during Q3 2005 the share of viewers for non-terrestrial channels exceeded 30% for the first time, with 60% of households having digital television in various forms. Among the other key data ...

  • Digital terrestrial reception remains the fastest growing platform and is now serving 20% of the television population.

  • The strong bias of the non-terrestrial audience to the young age groups remains the key feature, with under 16s watching 52% on non-terrestrial channels.

  • The report shows that average daily hours of viewing for all individuals has recorded a slight year-on-year decline - 3.42 hours in 2005 compared to 3.46 hour in 2004. However, the Q3 2005 viewing levels were the third highest since 1993.

  • Channel Four enjoyed its most successful quarter for a long time with 11% audience share, up from 10.5% in Q3 2004, and good patronage levels. ITV, BBC1, BBC2 and five all lost share this quarter and have again shown a decline in patronage since the same period last year.
Comments IPA Research Director Lynne Robinson: "The non-terrestrial channels are growing steadily both in reach and share of viewing. Of the terrestrial channels, only Channel 4 is maintaining its share and patronage."

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