TV viewers watch record number of ads in first half of 2012
More TV ads were watched in the first half of 2012 than ever before, as UK TV viewers saw an average of two hours and 36 minutes of commercial TV a day, one minute more a day than the same period in 2011.
According to BARB figures supplied by commercial TV marketing body Thinkbox, the number of ads watched at normal speed hit 491 billion in the first half of 2012, up 1.6% year on year and a record high.
The figures show that British TV viewers watched an average of four hours and one minute of linear TV a day in the first six months of 2012 (including the BBC), two minutes fewer than the same period in 2011.
The vast majority of TV is still viewed live (90% in the first six months of 2012, down from 91% the year before), but time-shifted viewing has increased slightly (from 9% of viewing in H1 2011 to 10% in H1 2012).
In the UK households with digital TV recorders (51% in H1 2012 up from 47% in 2011), on average time-shifted viewing accounted for 15.9% of total viewing, up from 14.7% in the first half of 2011.
After record figures in 2010, Thinkbox predicted that linear viewing would "stabilise", but the average time spent watching linear TV stayed flat last year at four hours and two minutes across the year.
Lindsey Clay, managing director, Thinkbox, said: "As predicted, there are signs that linear viewing levels will stabilise around the four-hour mark after the sustained period of record growth.
"We’d be surprised if there was further growth in total linear viewing, as hopefully the economy will improve and we'll leave the house more – plus more people now have on-demand fully integrated on their TV sets and the stimulus of digital switchover is drawing to a close.
"However, our preference for watching TV live will remain and overall we're likely to be watching more TV as a result."
The BARB figures do not include and viewing on computers or tablet devices, but BARB research suggests an additional 1.2% of extra TV viewing occurs away from the TV set.Follow @MaisieMcCabe
This article was first published on mediaweek.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Digital Content Strategist - Trailblazing Agency Digital Gurus £40000 - £55000 Per Annum Up to £55K + BENS, London
- Creative Designer Blue Skies Marketing Recruitment £22000 - £30000 per annum, Shoreditch
- Pimm's launches weather activated OOH campaign
- Managing director Paul Hayes to leave News UK after 15 years
- Tango returns to advertising after two years with off-brand TV ad
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Why D&AD's first Black Pencil for Radio in 32 years is significant
- Procter & Gamble YouTube video banned