The IPA has reported an “optimistic” picture for television viewing in 2007, with a slight increase in hours of viewing each day and the continuing expansion of digital viewing.
The latest Trends in Television Viewing Report covering the last quarter of the year shows the average number of hours of television viewing each day at 3.63 hours for 2007 compared to 3.60 hours in 2006.
Digital reception continues to grow and is now covering over 82% of all television households. Digital terrestrial reception remains the fastest growing platform and is now serving 47% of the television population.
In terms of audience share, BBC One and ITV have both had a good fourth quarter – taking 22.4% and 19.7% shares, respectively. In particular, BBC One enjoyed an increased share of viewing of 24.7% during the Christmas week.
Although patronage levels (percentage of the population tuning into a channel for at least three minutes during the week) for the main channels, and for television overall, are at about the same levels as they were a year ago, patronage of the non-terrestrial channels is now over 75% for the first time.
Lynne Robinson, IPA research director, said: “82% of all homes can now receive digital television; with 47% of all homes now able to receive digital terrestrial. It is good to see television viewing rising overall throughout 2007. The major feature continues to be the rise of digital, the pace of which will increase in 2008 as the digital switchover continues.”
A recent forecast from Attentional suggests that a number of factors will combine to offer a brighter than anticipated future for UK television over the next five years.
Attentional said that one factor behind this trend is the rapid conversion of older viewers to digital platforms, where the availability of extra channels means they tend to watch more television.
The digital conversion of younger viewers who have so far resisted taking up multi-channel technologies is also playing a significant role.
The imminent prospect of analogue switch-off, combined with falling multi-channel technology prices, means these trends are likely to continue (see Bright Future For UK TV).
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