IPA Trends in Television report: Daily viewing figures rise to almost 4 hours

The latest IPA Trends in Television report reveals that average daily hours of TV viewing rose to almost 4 hours in the final quarter of 2009.

According to the report, TV viewing increased 1.5% period on period, to 3.94 hours, contributing to an overall annual figure for 2009 of 3.75 hours, marking the highest level recorded during the course of the BARB 2002-2009 contract.

The report also reveals that ITV and GMTV achieved 19% of the total television audience – their highest share in the past two years. However, the BBC continued to achieve the highest share of all the terrestrial channels at 21% in Q4.

Digital switchover gathered pace with only 7.4% of homes now relying solely on analogue terrestrial signals, the report added.

Lynne Robinson, research director of the IPA, said: “2009 has proved to be another strong year for television audiences.

“A new BARB measurement contract is effective from the 1st of January 2010. This new improved measurement of television will contain VOD viewing and is expected to further boost viewing figures in 2010.”