The avoidance of TV ads by the British public will increase in the
digital age, according to Futurescope research conducted by Western
Already rising steadily across all main media - by 7 per cent since 1996
- the avoidance figure is likely to increase further once the digital
age allows more than 200 channels in each household.
TV ad-avoiders are more likely to live in cable and satellite homes,
where they can surf more channels, the study found. Almost a third of
the population always avoids advertising, while in cable and satellite
homes 41 per cent of viewers do so.
The research also reveals that many people’s negative attitude towards
digital TV stems from their feelings towards BSkyB. Women in particular
play a major role in holding back demand for the digital future,
persuading men and children against the multichannel environment.
Ivor Hussein, Western’s research director, said: ’The demand for digital
exists. It remains to be seen whether broadcasters can deliver the
quality and quantity of programming that people want at the right
The type of programmes all viewers want more of on digital TV include
comedy, films, documentaries and nature programmes. A breakdown of cable
and satellite viewers and terrestrial-only viewers shows that each group
wants more of the programmes they currently get.