The latest Trends in TV report, published by the UK's Institute of Practitioners in Advertising, shows that television viewing figures have continued to fall for the third quarter in a row.

Average daily hours of viewing across all TV in the UK was 3.45 hours, compared to 3.50 hours for Q2 2004, the lowest Q2 figures for eight years.

  • Q2 2005 saw the state-funded broadcaster's BBC1 channel's share of viewers fall to 23.8%, compared to 24.8% for Q2 2004. For the same period BBC2's share fell to 9.6% from 9.7%. The UK's biggest commercial broadcaster, ITV saw its flagship channel's ITV1 share fall to 20.9% from 22.5%. The state-owned but commercially funded Channel 4 saw viewer share fall to 9.7% from 10.1% and commercial channel Five to 6.7% from 6.9%.

  • The non-terrestrial channels continue to gain share, now standing at 29.3% of all television viewing, increasing from their 26% share for Q2 2004.

  • The non-terrestrial gain in share has been almost exclusively at the expense of ITV which has recorded its lowest ever share of television viewing at 20.9%.

  • Digital terrestrial reception remains the fastest growing platform.

  • Under 16s continue to favour non-terrestrial channels, watching 48.7% of their TV in this way, nearly 10% more than any other group.

    Says IPA research director Lynne Robinson: "These viewing levels are disappointing for television overall and ITV in particular."

    Data sourced from IPA; additional content by WARC staff