TV Viewing On Increase Says Thinkbox
New research from Thinkbox has revealed that UK adults spent more time watching broadcast TV in May than the equivalent month 10 years ago.
Thinkbox said that viewers are spending an increasing amount of time watching commercial TV, with figures released by BARB showing that UK adults have consistently increased their TV viewing time over the past 10 years.
According to BARB, in May 2007 UK adults watched 3.81 hours of broadcast TV each day compared to 3.60 hours in May 1997.
Thinkbox said that the 10-year May viewing average is 3.65 hours, so May 2007 delivered an additional 16 minutes per day compared to that.
In particular, men aged between 16-34 had a large increase in their commercial viewing; since 2001 alone they are watching 10 minutes more.
In other research, Attentional has forecast that total television viewing among 16-34s will rise from 2010 onwards following an initial period of decline (see TV Viewing Among 16-34s To Grow From 2010 Onwards).
Tess Alps, CEO of Thinkbox, said: “Watching TV is the major medium across the media day. As we move into the 3rd Age of Television, consumers will be watching even more TV as technologies like broadband and 3G mobile make it available wherever and whenever consumers want it.”
Meanwhile, the recent IPA Trends in Television report revealed that non-terrestrial television viewing levels have declined for the first time in a year (see Viewing Share For Non-Terrestrial TV Down For The First Time In a Year).
Thinkbox: www.thinkbox.tv/