TV viewing at its highest since 1992

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tv square eyes.jpgPerhaps it’s a knock on effect of the global rescession, but the latest report by the Institute of Practitioners in Advertising has found that TV viewing is at the highest it has been in 18 years.

Viewers watched an average of 3.75 hours of TV a day last year, the highest figure since 1992, according to IPA research.

As one would expect to find, the first and last quarters of the year, with less daylight and fewer people away on holiday, tended to show the highest television viewing figures.

Interestingly, the IPA revealed that only 8.2 % of UK households relied on an analogue signal to catch their favourite shows, showing that the digital switch-over is almost complete.

While ITV and GMTV gathered 19% of the total television audience in the last three months of 2009, likely thanks to the popularity of the X-Factor, BBC1 continued to achieve the highest share of all the terrestrial channels, at 21%. All five analogue channels continue to lose ground however, as multi-channel satellite options grow in prominence.

Gerald Lynch