TV commercial impacts on the rise

TV marketing body Thinkbox has released figures that show commercial broadcast television saw total impacts up 6% for the first six months of the year. The figures, sourced from the Broadcasters’ Audience Research Board, show a 15% growth in commercial impacts over the past five years.

Last year saw full year impacts at an all time high, up 3.6 per cent on 2006. One commercial impact records one person watching one advertisement at normal speed.

The body’s half year review also suggests that TV viewing via web services, such as iPlayer and ITV.com, seems to be incremental to broadcast viewing. BARB measures domestic broadcast TV, including the BBC, and its first half figures show people watched on average 3.77 hours a day, 2% more than the five year average figures.

This year commercial broadcast viewing is up 4% period on period with people watching an average of 2.34 hours of commercial TV a day.

Thinkbox chief executive Tess Alps (pictured) says: “Broadcast TV revenues held firm in the first half of 2008 and, whatever the economic climate holds for the advertising market, I hope these figures will underline the great strength and resilience of commercial TV.”

Thinkbox has just commissioned further research to examine how and why people use online TV and the advertising opportunities the platform affords.

Project Kangaroo, the planned online service from BBC, ITV and Channel 4, is waiting for Competition Commission clearance that is not now expected until early next year.

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