The latest audience data released by BARB (Broadcasters' Audience Research Board) this week shows that viewing levels of adults 16-34 have stabilised following the turbulent set-up of its new panel at the beginning of the year.
The latest available viewing data (for week ended February 17) indicates average total television viewing hours of 21.22 hours per week for all adults 16-34, which corresponds with recent average weekly viewing of over 21 hours per week.
Last week, total commercial TV viewing levels for this age group were 9.05 hours per week (week ended February 10), nearly equalling the Christmas holiday week (9.33 hours per week for week ended December 30), largely due to the popularity of ITV’s Pop Idol.
However, total commercial viewing levels returned (during week ended February 17) to an average of 8 hours per week. Channels 4 and 5 viewing levels remained constant over this period.
The timetable for delivering the consolidated audience commercial data is running to schedule with data now available to the industry for all days up to week ended February 17.
Data sourced from: IPA Online (UK); additional content by WARC staff