Q2 daily viewing hours up to highest level since 2004

Digital channels are continuing to record a rise in overall viewing
share, which is up 36.4% compared with 34.6% for the first quarter of
this year.

The report reveals that three out of four homes now have some form of
digital reception.

Although digital channels' increase in viewing share has had a negative
effect on the shares of all terrestrial channels, the percentage of
total viewing to all commercial channels remains fairly constant at
61.6% compared with 61.8% in Q1.

Lynne Robinson, research director at the IPA, said: "The most marked
feature of the results for me is the continuing rise of digital
television.

"It is demonstrating incredibly strong performances in penetration,
patronage and share of viewing."

David Brennan, research and strategy director of television marketing
body Thinkbox, said: "If you take a longer view, the average number of
viewing hours has stayed fairly constant throughout every decade since
records began.

"What these results don't tell us is how much viewing is going to mobile
TV, internet TV and out-of-home TV."

Brennan called for an easier way to add this type of data to the figures
collated by Barb in order to give TV buyers a clearer picture of viewing
patterns.

He said: "Our view is that there has been an underlying increase in
viewing that has not been picked up by Barb, which only monitors
designated TV sets in the homes of Barb members."

Brennan attributed the slight increase in viewing to "some really
successful big programmes for the major players such as ITV and Channel
4".

He said: "Programmes such as Britain's Got Talent prove that it is still
possible to bring mass audiences together to watch the same thing.

"Broadcasters are going back to their family channel roots and
delivering programmes that unite the household."