The latest Trends in Television Report published by the UK's Institute of Practitioners in Advertising - the body representing British advertising, media and marketing communications agencies - reveals that average daily TV viewing hours have fallen year-on-year for the seventh successive quarter.

Britons now view on average 3.43 hours of television daily. This combines with a consistent pattern of growth in viewing digital channels, which are now received in 68.5% of all UK homes, with an overall audience share of 32.0% and a combined weekly patronage of circa 65%.

Comments IPA Research Director Lynne Robinson: "This latest dataset portrays an increasingly gloomy picture for [analogue] television, particularly ITV, whose share is declining within a declining market. Added to this, the [digital] channels are far more successful in attracting the key 16-34 audience."

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