LONDON: The Trends in Television report, published quarterly by the Institute of Practitioners in Advertising – representing UK advertising, media and marketing communications agencies – indicates that Britons watched more TV than ever before during the quarter ended June 30.

Among the report's highlights …

  • Average daily hours of viewing now stand at 3.57 hours compared to 3.46 hours for Q2 2007. These are the highest ever viewing figures recorded for the second quarter.
  • The non-terrestrial channels' share of viewing continues to grow, albeit marginally this quarter. However, the percentage of viewing to channels carrying advertising grew to 62%.
  • The percentage of all homes able to receive digital broadcasts now stands at 83.5%, up 0.5% since Q1 2008.
Comments IPA research director Lynne Robinson: "Another good set of results for television and commercial television in particular.

"The growth of digital reception across all three platforms underpins the continued rise in the performance of non-terrestrial channels."

To access the full viewing data (IPA members only) click here.

Data sourced from IPA (UK); additional content by WARC staff