The Institute of Practitioners in Advertising (IPA) has published its latest Trends in Television report. Its results show overall viewing levels continuing their period of stability during the final quarter of 2000.
Taken as a whole, total viewing across 2000 remained relatively constant, at 3.67 average hours per day, although live (unrecorded) terrestrial viewing fell below the three hour mark for the first time, coming in at 2.99 average hours per day.
Terrestrial channels, particularly those with mass appeal, continue to lose share to non-terrestrial rivals. ITV, in particular, failed to achieve its peak-time target for the year despite an improved performance during autumn and winter.
The full IPA Trends in Television report can be viewed at www.ipa.co.uk
