WARC, 17 February 2014
LONDON: The vast majority (98.5%) of British TV viewers
continue to prefer watching programmes via a TV set even though the proportion
using non-TV set devices increased slightly in 2013, the latest official UK
viewing figures have shown.
According to data compiled by the Broadcasters' Audience
Research Board (BARB) and released by Thinkbox, the marketing body for
commercial TV in the UK, non-TV set screens, such as smartphones and tablets,
accounted for just 1.5% of TV viewing last year.
Although this was a slight increase from the 1.2% recorded
in 2012, it represented an average of just 3 minutes and 30 seconds a day
compared to the 3 hours and 52 minutes a day of linear TV viewing on a TV set.
While the average amount of linear, or scheduled, viewing
was itself slightly down from the 4 hours and 1 minute recorded in 2012, it
still accounted for 8 minutes more linear TV a day than ten years ago.
Of particular note for advertisers, commercial TV accounted
for 76% of linear viewing on a TV set, up from 66% in 2012, and rising to 76%
of viewers aged 16 to 34.
Commercial TV impacts – the number of TV ads watched at
normal speed – increased 1.6% in 2013, a growth rate of 10.4% over the last
five years, and the average viewer watched 47 TV ads a day in 2013, or an
increase of four more ads a day since 2008.
Lindsey Clay, chief executive of Thinkbox, said: "New
screens are making TV even more convenient for viewers and creating new
opportunities for advertisers.
"But, the more we learn, the clearer it becomes that
the TV set will remain our favourite way to watch TV – especially as on-demand
services become more available on the best screen."
Noting the increasing availability of on-demand services,
Thinkbox expected more on-demand viewing to switch to the TV set from non-TV
set devices because it is the screen viewers prefer to watch TV on.
Data sourced from Thinkbox; additional content by Warc staff
No comments:
Post a Comment