People watching more hours of TV each week
British viewers watched over four hours of television per day during the first three months of 2010, which means that they watched 48 ads every day which was a new record.
They also increased their overall average viewing time to four hours and 18 minutes a day, which totals up to an 8% increase during the first quarter of 2010 according to the newest Thinkbox TV marketing report. The report details the results of the Broadcasters’ Audience Research figures.
Last year, during the first quarter the report showed an average viewing time of four minutes shy of four hours and that people watched about 45 ads per day. Over the last five years people are watching 22% more ads every day.
In total, most British viewers average about 30 hours of television every week, which is an increase of about two and a half hours over last year.
There are a few reasons for the growth in viewing time this year, which include the introduction of a new measurement system that is thought to offer more accurate viewing measurements since it accounts for on demand viewing and multiple television sets in one home.
Additional factors that may have resulted in the increase in viewing include the spread of production from digital channels, the economic recession forcing people to remain at home, and the fact that the winter was much colder than previous winters.
Also reported by Thinkbox was the fact that viewing growth seems to have increased equally among all age groups. The group also predicts that as digital TV enters more homes and slowly is closing the gap between the 90% of homes that have it and a future where 100% of homes have access to digital channels television viewing will continue to increase.
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