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2016 TV viewing report


TV’s scale, reach and impact are unrivalled. In 2016 TV accounted for three quarters 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 75% of the video day for all individuals and 56% for 16-24s
  • In 2016 we watched on average 3 hours, 32 minutes of linear TV on a TV set per day (live/playback/on-demand within seven days of broadcast) – down 1.9% year on year
  • In addition to standard viewing, we watched 12 minutes of other broadcaster content each day: 8 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 4 minutes of broadcaster content on other devices
  • Commercial viewing accounted for 2 hours, 22 minutes on average each day – a decline of 0.7% year on year
  • Weekly TV reach remained broadly stable year on year at 93.8%
  • The average viewer watched 45 TV ads on a TV set each day. The top advertisers in 2016 were P&G, Sky, Reckitt Benckiser and BT
  • Online businesses are now the heaviest investors in TV



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