The UK TV advertising market grew by 14.1% in 2010, corresponding to a viewing increase of 17 minutes, a new report has revealed today.
Television International Key Facts 2011 analyses audiences, programmes and leading trends in television in 37 countries, covering more than 900 European, American and Japanese television channels.
The study reveals that European viewers are watching on average six more minutes of television per year. With a 7.6% increase in advertising spend in 2010 in Western Europe, television has become the principal medium for viewers and advertisers as it moves into the 100% digital era.
Mark Pimbley, UK Director, IP Network said: “This report illustrates that television is the number one medium for advertisers, and healthy audience levels, programming and technological innovation will continue to drive TV advertising growth in 2011.”
Audience growth has been driven by the shift to digital as well as three core areas of content – scripted dramas, global entertainment formats and sports.
Shift to digital
The transition to the digital era has reached its final stage with 72% of EU households and 55% of Europeans watching digital television.
This is accompanied by the progress in TV technology, with nearly 33% of European homes watching in HD – 69% in the UK.
Ratings companies are increasingly able to measure these new modes of television consumption. Initial analyses of time-shifted viewing show that recorded programmes – including advertising – are still consumed within 24 hours after broadcast, with fiction and sitcoms the most consumed programmes.
Catch-up viewing is also popular, with 55% of internet users watching TV on catch-up services, with 81% of catch up users stating that they are watching as much TV as previously.
The study shows that the UK TV audience rediscovered its love for scripted dramas in 2010 with Downton Abbey the most watched new drama, growing from a launch with 9.3 million viewers to a final episode of 10.8 million viewers.
The same phenomenon can be seen globally with the popularity of US series as The Mentalist, Desperate Housewives and Grey’s Anatomy.
Talent shows, where local adaptations and internet interactivity increases viewers, have proved the most successful entertainment format.
The UK has strengthened its dominance of the global entertainment format market, accounting for 44% of all entertainment formats to travel in 2010.
In 2010, the most popular talent shows included FremantleMedia’s Got Talent, which entered an impressive eleven new markets making it the biggest format to increase its coverage, while The X Factor achieved an average audience of 14.1 million, up from 12.9 million in 2009 and has since gone on to travel to a further five markets.
Live TV and sport continues to dominate the most viewed programmes.
In the European countries covered by the study, the viewership for football accounts for the largest share of sporting event audiences.
2010’s Football World Cup generated huge audiences on both BBC and ITV1.
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