The digital revolution is rapidly gathering pace with nearly 17 million UK households expected to have access to multi-channel television by 2005, according to the latest study from Continental Research.
The
Spring 2004 Digital Television Report predicts that BSkyB will reach its 8 million forecast homes by the start of next year, with Freeview nearing the 5 million mark and digital cable reaching 3.9 million.
The number of UK homes receiving multi-channel television jumped from 43% to over the 50% mark during 2003, largely due to the ongoing success of Freeview, but with significant growth for the Sky digital and cable subscriber base.
Commenting on the findings Jon Beaumont, associate director of Continental Research, said: “Freeview will continue to flourish and Sky digital seems likely to remain the clear market leader, although the total market still has some way to go to reach the 95% target set as a necessary condition for analogue switch off.”
The report also brings good news for advertisers by revealing that the number of digital viewers choosing to interact with commercials has increased to 16%, up from just 5% in August last year. Growth has been driven by a significant rise in the number of interactive commercials being aired. However, there has also been a marked improvement in creativity, usability and the type of information on offer to viewers.
Money off coupons (16%) and free samples (13%) were found be the most likely types of promotion to encourage digital viewers to interact with commercials, followed by competitions (10%) and three for two offers (9%). However, a staggering 64% of respondents said that nothing could make them interactive with a digital campaign.
Beaumont said: “Of course, interest in the product remains a core necessity in triggering interaction, but given the chance to receive something as a reward people will be more likely to interact.”
The latest Trends In Television Report from the Institute of Practitioners in Advertising shows that non-terrestrial channels continue to gain ground in the all important battle for viewers, with their combined audience share rising by 1.5% points in the three months to December to equal ITV.
