Monthly TV Report – January 2010

Commercial TV viewing saw a fantastic start to 2010 with total commercial broadcast viewing in January up from an average of 17.81 hours a week to 19.59 hours, according to the latest TV viewing figures from the Broadcasters’ Audience Research Board (BARB).

Viewing time was also significantly more than the representative five year January average for commercial TV viewing of 17.51 hours a week.

Of the key advertiser audiences, ABC1 adults watched 16.39 hours of commercial TV a week in January, up from 15.56 hours last year; 16-34s watched 16.14 hours a week, up from 15.27 hours; and men watched 19.19 hours a week, up from 17.60 hours.

Total broadcast TV viewing in January (including BBC channels) was 31.85 hours a week, up on January last year (28.12), and up on the representative five year average for January of 28.07 hours a week.

Commercial TV’s share of viewing in January is now at 61.5%.  Total commercial impacts were up 7.3% on January 2009 and increased by 13.2% on the five year average.

Although these figures are impressive it needs to be remembered that this was the month that the BARB panel completely changed and so there will be variances when comparing with previous data.  However, the coldest January in 23 years and the continuing recession will have contributed to the high viewing figures.

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For more information, please contact Simon Tunstill by emailing simon.tunstill@thinkbox.tv or calling 020 7630 2326

About Thinkbox
Thinkbox is the television marketing body for the main UK commercial broadcasters - Channel 4, Five, GMTV, ITV, Sky Media, Turner Media Innovations and Viacom Brand Solutions. It works with the UK marketing community with a single ambition: to help customers get the best out of television. Thinkbox was launched in February 2005

TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, explaining innovative and affordable solutions, to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.