BBC dominates TV, radio and web in new Touchpoints report

LONDON - BBC One is the nation's favourite television channel and BBC Radio 2 is the most popular national radio station, according to the findings of the new IPA Touchpoints survey. However, there was some good news for the commercial sector, as 15% of adults said they enjoyed watching ads starring their favourite celebrities.

According to the IPA Touchpoints survey into consumer behaviour and media consumption, the BBC dominates our media habits.

Radio 1 and Radio 4 were named as the second and third most popular radio stations respectively, and 37% of all internet users visit the BBC website in the space of a week, making it the second most popular site after Google.

The IPA's research presents a snapshot of how people use all kinds media and how they behave as consumers over the space of a week.

This is the second Touchpoints survey published by the IPA, after the success of the initial research in 2006.

It looked more extensively at digital media this time, and found that 26% of internet users accessed a terrestrial television website in the month before they were questioned, and 21% of internet users have accessed a radio station website in the same period.

Other interesting findings in the report for 2007/2008 are that 20% of adults still do not understand the digital switchover, and 75% of households with a digital video recorder such as Sky+ say that it has "completely changed the way in which they watch television".

Although the BBC's dominance cannot be ignored, there is good news for commercial broadcasters and advertisers in the report.

In the survey, 15% of adults said they enjoy watching ads with their favourite personalities, and 23% of people aged between 15-24 said they often talk about television ads with friends.

On the downside, 59% of adults said they agreed that it was not right for companies or brands to try to influence the content covered or the views expressed in TV programmes -- bad news for those who argue for a relaxation of product placement in television.

Lynne Robinson, research director of the IPA, said: "There is a desperate need for consumer-centric research in all major advertising markets and the UK is leading the world with IPA TouchPoints.

"Again, it provides a unique view of how media impacts our lives, how we spend our work and leisure time and what our prevailing attitudes are, we can now compare our findings over time whilst providing new insights into the key communication growth areas."

The survey was conducted by TNS and questioned 5,400 people aged 15 and over through a substantial self-completion questionnaire and a PDA time-based diary that collected data every half hour for a week on how they were spending their time, their opinions, and the role of media in their lives.

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