The IPA’s latest Trends in Television Report published today, 10th February, reveals another very good year for television viewing for both the last quarter of 2008 and for the year as a whole. Average daily viewing figures for Q4 were recorded at the highest level for this quarter since 2004, standing at 3.88 hours per individual.
Highlights of the report include:
• The non-terrestrial channels are close to achieving a 40% share of viewing.
• Demographically, channel performances retain much the same pattern as they have held for some time now. The strong bias of the non-terrestrial audience to the young age groups remains the key feature.
• Digital reception continues to grow and now stands at 86% of all homes; the greatest growth was in digital terrestrial which now stands at 54%.
• Patronage levels for five are higher than a year ago, whilst BBC1, BBC2, ITV and Channel 4 show a decline over the year. Patronage of the non-terrestrial channels has now established itself firmly at over 75%.
Says Lynne Robinson, Research Director of the IPA, “This is another good perform-ance for television overall with commercial television viewing growing share in a growing market.”
View the full report.