LONDON: UK commercial TV marketing body thinkbox is hyping new figures that claim more people are now watching television than ten years ago.

Thinkbox says the data, from the Broadcasters' Audience Research Board, show viewers spent more time watching broadcast TV in May this year than the equivalent month ten years ago; also more than the previous ten-year May average.

In May 2007 viewers watched 3.81 hours of broadcast TV every day, compared with 3.60 hours in May 1997, and an increasing number spent that time watching commercial TV. The ten year May viewing average is 3.65 hours, so May 2007 delivered an additional 16 minutes per day.

In particular, the data reveal that young men aged 16-34 is the demographic that has shown the greatest uplift in commercial viewing. Compared with 2001, they watch 10 minutes more TV each day.

Avers thinkbox ceo Tess Alps: "Watching TV is the major medium across the media day. As we move into the 3rd Age of Television, consumers will be watching even more TV as technologies like broadband and 3G mobile make it available wherever and whenever consumers want it."

Data sourced from thinkbox; additional content by WARC staff