British TV Viewing Up in Q1

LONDON: In the first quarter of this year, people in the U.K. watched 30 hours and 4 minutes of linear, broadcast TV per week, an increase of more than two hours on the year-ago period, according to new data published by Thinkbox, the marketing body for commercial TV in Britain.

The increase in viewing is attributed to wider digital TV penetration (which now stands at close to 94 percent), an updated TV measurement system, new technologies such as DVRs and on-demand TV services; and an economic recession that is keeping people at home more.

The data, from the Broadcasters’ Audience Research Board, also indicates that commercial broadcast TV viewing accounted for 61.46 percent of total viewing in Q1. The average viewer watched 18 hours, 29 minutes of commercial TV a week in Q1, up by an hour on the same period last year. Another key finding is that time-shifted viewing accounted for 6.9 percent of TV consumption. In addition, Thinkbox reports that the average viewer watched 48 ads a day in Q1.

Tess Alps, Thinkbox’s chief executive, commented: "Anyone who doubted the continuing importance and popularity of broadcast TV in the U.K. should hopefully be convinced by these new figures. However, record levels are unlikely to continue. We are nearing the peak, if we are not there already. Once analogue signals are finally turned off in 2012, the figures are likely to stabilize, but hopefully will remain at these high levels. Advertisers are taking advantage of the continued growth in commercial TV and its proven ability to deliver profit to the bottom line, and this is reflected in the forecasts for growth this year.”