Average daily hours of television viewing rose to 3.94 hours in Q4 2009, according to the Institute of Practitioners in Advertising's latest Trends in Television Report, published today (Tuesday 9th February). This is a 1.5% increase from Q3 and contributed to an overall annual figure for 2009 of 3.75 hours, marking the highest level recorded during the course of the BARB 2002-2009 contract.
Further highlights of the report:• ITV and GMTV achieved 19% of the total television audience; their highest share in the past two years. However, the BBC continued to achieve the highest share of all the terrestrial channels at 21% in Q4.
• Digital switchover gathered pace with only 7.4% of homes now relying solely on analogue terrestrial signals.
• All channels recorded increases in patronage in this quarter.
Said Lynne Robinson, Research Director of the IPA: “2009 has proved to be another strong year for television audiences. A new BARB measurement contract is effective from the 1st of January 2010. This new improved measurement of television will contain VOD viewing and is expected to further boost viewing figures in 2010.”
View the summary and full report.