IPA Report Shows TV Viewing Continuing To Slump

The IPA has published its latest Trends in TV report, revealing TV viewing figures to have fallen for the third consecutive quarter, a situation described as “disappointing” by IPA research director Lynne Robinson.

The new figures show average daily hours of viewing across all TV at 3.45 hours in Q2 2005, compared with 3.50 hours for Q2 2004, making this year’s figure the lowest Q2 total for eight years.

BBC1’s share of viewers fell to 23.8% this year, compared to 24.8% for Q2 2004. For the same period BBC2’s share fell to 9.6% from 9.7%, while ITV1 hit its lowest ever share of television viewing at 20.9%, down from 22.5%.

Elsewhere Channel 4 dipped to 9.7% from 10.1% last year, while Five hit 6.7%, down from 6.9% a year ago.

The IPA’s figures show non-terrestrial channels continuing to gain share. The total share for non-terrestrial stations now stands at 29.3% of all television viewing, increasing from 26% in Q2 2004.

The non-terrestrial gain in share has been almost exclusively at the expense of ITV, the new research claims, while also demonstrating digital terrestrial reception to be the fastest growing television platform.

Commenting on the findings, Lynne Robinson said: “These viewing levels are disappointing for television overall and ITV in particular.”

Elsewhere the Trends in TV Report showed under 16s continuing to favour non-terrestrial channels, dedicating 48.7% of their viewing to the stations and watching nearly 10% more than any other group.

IPA: 020 7235 7020 www.ipa.co.uk