Commercial TV impacts rise by 13.5%

Commercial TV impacts for April are up 13.5% on last year, and by 20% over the same period five years ago, according Broadcasters’ Audience Research Board (BARB) figures.

Thinkbox, the commercial TV marketing body, says the figures show a “flourishing” industry, with all key audiences for advertising showing “major increases” for the month.

The BARB data shows people in the UK watched an average of 2.35 hours of commercial TV a day in April, while total TV viewing – including the BBC channels – was up 10% year on year to 3.75 hours.

Thinkbox says the growth is down to a combination of digital TV penetration, in 87.6% of homes; “compelling” programming, such as ITV1’s Britain’s Got Talent, and poor weather. Tess Alps, Thinkbox chief executive, adds that the figures put paid to the “nonsense” that young people are watching less TV.

The figures do not take account of viewing over mobile phones or internet platforms such as the BBC iPlayer, which has had over 75 million requests to stream or download programmes since launching six months ago, or its commercial online competitors.

It also follows news that broadcast TV viewing enjoyed its best start to the year since 1993, with total commercial TV impacts for the first quarter of 2008 increased 7% on the same period last year (MW April 24).

Thinkbox says that so far this year, the UK has watched an average of 11 minutes more commercial TV a day than over the same period 15 years ago.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here