More adverts being watched

It seems that despite having the technology to skip adverts, the average UK TV viewer is in fact sitting through more adverts now than they did over ten years ago.

According to the report by the advertising industry body Thinkbox, ten years ago viewers were watching on average thirty three adverts a day, but currently this trend has increased forty three adverts a day.

Viewers are still sitting through adverts despite having personal video recorders (PVR), such as that provided through Sky TV, allowing them to pause live television and play back a recording.

Ten years ago, less than thirty per cent of homes had multi channel TV and they would have had less than three hundred channels.

But today, over ninety per cent have multi channel TV and there is a choice of over five hundred channels and yet viewers still watch the adverts.