Television viewing in the UK is continuing to decline despite an acceleration in the uptake of digital television, according to the latest report by the Institute of Practitioners in Advertising (IPA).
The Q3 2006 Trends in Television report shows that digital channels now account for 35% of total viewing with 70% of all UK homes currently receiving digital television.
The IPA says major channels continue to suffer from the growth of non-terrestrial channels, with almost 30% of the TV population now covered by digital terrestrial reception.
Among the terrestrial channels, ITV has improved its audience share over the last four weeks of the quarter following the start of its autumn schedule. Meanwhile, Channel 4 has lost ground during the same period.
The findings also show a continued long-term decline of television consumption, with average daily hours of viewing down for the seventh consecutive quarter to 3 hours and 31 minutes.