Viewing Share For Non-Terrestrial TV Down For The First Time In a Year
Non-terrestrial television viewing levels have declined for the first time in a year, according to the latest quarterly IPA Trends in Television report.
The IPA report found that average recorded daily television viewing levels have dropped to 3.6 hours, as the availability of downloading services on the internet offers viewers yet another outlet to watch broadcasters’ programming output.
The decline in the share of viewing on non-terrestrial channels has boosted ITV’s performance, with the network putting in a strong performance, particularly in the first half of the quarter.
ITV’s improved share came on the back of a strong performance from its autumn schedule in the lead-up to Christmas. However, the BBC recorded the more dominant position as the Christmas season was in full swing.
The Corporation increased its weekly channel share to 24.8% at the end of October, with ITV reporting an 18% share.
The IPA said digital reception continued to grow during the fourth quarter and now stands at 72% of all television households. The growth is being driven by digital terrestrial channels, whose percentage share leapt from 30.2% to 34.9% in the last quarter.
Lynne Robinson, research director of the IPA, said: “The latest quarter’s results show the popularity of digital terrestrial whose household penetration has grown by nearly 10 percentage points in the last year.”
IPA: 020 7235 7020 www.ipa.co.uk