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August 12, 2008

TV holds own against online video


by David Allen

There is no doubt that the rise of online video from sources such as the iPlayer, YouTube and other catch up TV services has changed the way that some people choose to watch TV.

However, the success of this type of TV has not really had much impact on the viewing figures for terrestrial TV, which is great for the advertisers.

According to the Broadcasters Audience Research Board (BARB), who measures the viewing habits of households through a sample of 5,100 homes, the amount of advertising being watched by viewers has increased by six per cent on the same time last year.

UK audiences are watching around two and half hours worth of adverts in a six-month period; this is up by four per cent.

In total an amazing 2.4 billion are seen every day; this works out at around forty-two per person.

The conclusion is that online media actually adds to the viewing hours rather than replacing them.

The same can be said for the personal video recorders like Sky+; viewers are watching TV and recording at the same time rather than missing out on prime time programmes.

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