Commercial TV viewing rises with more ads being watched

Increases in commercial TV viewing are helping make the medium’s prospects more appetising to advertisers, according to the Broadcasters’ Audience Research Board (BARB) and marketing body Thinkbox.

Research found that TV viewers in the UK are watching more than four hours of programmes every day.

Figures from January to March 2010 showed people watched, on average, four hours and 18 minutes daily, up from three hours, 56 minutes in 2009. Two-thirds of those hours were spent watching commercial channels.

The number of daily advertisements the average viewer watched also rose from 45 to 48, up 4.9% on the same period last year and 22% over the last five years.

Figures include repeats and on-demand TV viewings and have been boosted by digital television, which 93.9% of households now have. The research estimates 78% of people are now watching on-demand TV.

Thinkbox chief executive Tess Alps says: “Anyone who doubted the continuing importance and popularity of broadcast TV in the UK should hopefully be convinced by these new figures. However, record levels are unlikely to continue. We are nearing the peak, if we are not there already.

“Once analogue signals are finally turned off in 2012, the figures are likely to stabilise, but hopefully will remain at these high levels. Advertisers are taking advantage of the continued growth in commercial TV and its proven ability to deliver profit to the bottom line.”

TV advertising is expected to be boosted by this summer’s World Cup. ITV is set to boost its profits by £20m from the event, and the other commercial broadcasters are set to try and cash in on the interest.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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