Click the "CC" icon above to display the notesClick the download button below to save these charts

2017 TV viewing report

Download

TV’s scale, reach and impact are unrivalled. In 2017 TV accounted for 71% of the video day and despite the changes we’re seeing in our patterns of viewing as new ways to watch become more established, the fundamentals remain: we watch most of our TV live on a TV set and it reaches almost everyone each week.

  • TV accounts for 71% of the video day for all individuals and 49% for 16-34s
  • In 2017 we watched on average 3 hours, 23 minutes of linear TV on a TV set per day (live/playback/on-demand within seven days of broadcast)
  • In addition to standard viewing, we watched 15 minutes of other broadcaster content each day: 11.5 minutes of other ‘non-industry standard’ broadcaster content on our TV sets each day (playback or on-demand viewing broadcast eight or more days before; broadcaster box set / film VOD viewing) and 3.5 minutes of broadcaster content on other devices
  • Commercial viewing accounted for 2 hours, 17 minutes on average each day
  • Weekly TV reach remained broadly stable year on year at 92.5%
  • The average viewer watched 43 TV ads on a TV set each day. The top advertisers in 2017 were P&G, Sky, Unilever and Reckitt Benckiser
  • Online businesses continue to be the heaviest investors in TV


You might also like
BVOD-prime-real-estate

BVOD is prime real estate

Find out exactly why TV and BVOD are prime, trusted real estate

Killer Charts taster deck

TV advertising's killer charts: taster deck

This deck brings together the killer evidence every marketer needs to know about TV’s effectiveness, all in the lovely nickable format.

Killer Charts full deck

Latest deck: TV advertising’s killer charts

For the full lowdown on why TV is the most effective form of advertising download this deck packed with facts and evidence.