UK Consumers Watch More Than Two Billion Ads A Day
Commercial television advertising impacts in the UK during 2006 increased year on year by 1%, according to BARB data from TV marketing body Thinkbox.
Over two billion TV ads were viewed every day on average in 2006, with 16-24 year olds increased their viewing of TV ads by almost 4%. ABC1 adult impacts grew by 0.6% whilst Housewives with Children increased by 0.9%.
This growth has been attributed to the continuing switch to all forms of digital multi-channel TV, with more than 73% of UK homes now digitally enabled. Commercial TV’s share of broadcast viewing has never been higher; 61.71% of total broadcast viewing goes to commercial channels and a 71.63% share for 16-24 year olds.
“These increases should reassure advertisers of the appeal and resilience of live broadcasting,” said Tess Alps, CEO of Thinkbox. “They are especially gratifying as BARB’s remit is only to measure domestic broadcast viewing; the increasing use of new TV technologies such as mobile and broadband are therefore a genuine increment to, not a displacement of, broadcast TV.
“They also prove that TV hardware, such as PVRs (now in 8% of homes), are less to be feared than to be celebrated as a means of making TV even more relevant, personal and enjoyable for viewers. Even in PVR homes, live broadcast viewing accounts for over 85% of viewing.”
The TV marketing body is also gearing up to present its first conference, the Thinkbox Experience 2007 – The 3rd Age of Television, on 27 February.
Former BBC chairman Michael Grade (see BBC Chairman Jumps Ship To ITV Top Job), will join Channel 4’s Andy Duncan and Five’s Jane Lightning on the panel at Thinkbox’s future of television seminar.
As well as revealing the findings of Thinkbox’s ethnographic research study, the conference will focus on a variety of sessions, such as exploring how consumers are making the most of the expanding TV platforms and the many ways to personalise and engage with television.
There will also be a panel discussion hosted by Bob Wootton, director of media and advertising at ISBA, featuring Phil Georgiadis, CEO of Walker Media. Chris Locke, group trading director of Starcom, will also look at the opportunities and challenges for advertisers in the ‘Third Age’ and how agencies are responding to them.
“We’re delighted to be able to announce some further detail on the exciting line-up at Thinkbox Experience 2007 and thrilled to have so many influential and talented people on board to explore ‘The 3rd Age of Television’,” said Alps. “We hope the day will bring to life the enormous and growing benefits that television has to offer advertisers.”