Upbeat first quarter for commercial TV impacts

by Staff Brand Republic 23-Apr-08, 10:50

LONDON - Commercial TV impacts rose by 7% during the first three months of the year compared to the same period last year, driven by the growing popularity of digital TV channels, according to the latest figures from BARB.

The increase continues a pattern of growth which has seen first quarter impacts grow by 13% over the last five years.

During the first quarter of 2008, commercial impacts for the coveted 16- to 34-year-old audience increased by 3%, taking the five-year figure up by 18%. Impacts among the ABC1 demographic grew by 9% during the first quarter of this year.

TV viewers in the UK watched an average of 2.5 hours of commercial TV every day, a 4% increase on the five-year average.

The buoyant figures were driven by further digital TV penetration, which is now available in 87.6% of UK homes.

Tess Alps, chief executive of commercial TV body Thinkbox, said: "2007 was a very strong year for TV advertising and 2008 is, remarkably, building on this, beginning the year with some very impressive growth.

"People are watching more TV ads than ever which is encouraging news for advertisers at a time when all types of investment are being examined and when there is so much reporting about TV that is frankly just wrong."