• email

Monthly TV Report: February 2015

  • People in the UK watched an average of 2 hours, 28 minutes of commercial linear TV a day during February
  • Total linear TV viewing (including BBC) was 3 hours, 50 minutes a day
  • Commercial TV’s share of linear viewing in February 2014 was 65%
  • Total commercial impacts were up  by 0.8% year on year

The viewing figures

The latest figures from the Broadcasters’ Audience Research Board (BARB) show that commercial TV accounted for 65% of total TV viewing on a TV set in February.

The average viewer watched 2 hours, 28 minutes of commercial TV a day on a TV set in February. This is the same time as last year. Commercial TV impacts were up by 0.8% on the previous year.

Across the key advertiser audiences, men watched 2 hours, 26 minutes a day of commercial TV, 3 minutes more than last year. 16-34s watched 1 hour, 52 minutes a day, 5 minutes less than last year; and ABC1 adults watched 2 hours, 1 minute a day, 1 minute more than last year.

In total, linear TV viewing in February (including BBC channels) decreased by 10 minutes compared with last year. The average viewer watched 3 hours, 50 minutes of TV a day. Total TV weakly reach is unchanged at 95%.

A note on measurement

These figures are based on BARB’s standard industry measurement – on which TV advertising is traded. This only includes in-home viewing on a TV set, live or playback, within 7 days of broadcast. However, an increasing amount of TV viewing is happening outside these 7 days and out of the home.

So an increasing amount of viewing is falling outside BARB’s standard measurement, which is one reason for the drop in viewing. Another factor is that the wider choice of on-demand content, from the broadcasters and other services, is shifting the balance of people’s viewing. But the main reason for the drop is that heavy TV viewers (4 hours a day or more) are watching a bit less, and they have a disproportionate effect on average viewing figures. This explains why TV’s reach in February was largely unchanged.

BARB has started to measure 8-28 day playback on the TV set and including this extra viewing gives a more accurate picture of TV. Also, through ‘Project Dovetail’, BARB is working towards providing reliable data about new ways TV is being watched on other devices. Early results from it are expected soon.

How to use the presentation player

Above you will find an interactive PowerPoint player, to move backwards and forwards through the presentation just use the navigation panel in the bottom left-hand corner.

You can download a PowerPoint version of this presentation by clicking on the download button above. If you do not see the Download button you will need to login on the right.