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Thinkbox Quarterly review 2013
- People in the UK watched an average of 3 hours 49 minutes a day of linear broadcast television over Q1-3 2013. This is down 9 minutes on the same period last year, due predominantly to a 7 minute decrease in non-commercial viewing
- Commercial TV viewing was broadly stable at 2 hours 30 minutes per day, taking its share of total viewing to 68%, up 2% points from 2012
- Total commercial impacts were up 2% compared to the same period last year, meaning the average viewer saw 46 TV ads a day
- The top five viewed TV advertisers over the period were DFS, Morrisons, Confused.com, Aldi and Trivago
Linear commercial TV viewing now looks to have stabilised after a period of growth fuelled by the lead up to digital switchover in 2012. The Q1-3 2013 period saw commercial TV increasing its share of total linear viewing to 68%, up from 66% in 2012.
The BARB data shows that commercial TV impacts saw a year on year increase of 2% for the Q1-3 period, and 12% increase in the five year comparison. There were 665 billion impacts in total between January-September 2013, meaning the average viewer saw 46 TV ads a day.
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