Freeview has got its work cut out for it over the coming year as seven out of ten people who have digital TV subscribe to Sky Digital, according to the latest research from British Market Research Board.
Almost a quarter (23%) of existing digital TV subscribers are cable customers.
However, just six weeks on from Freeview's launch, digital terrestrial TV penetration has risen from 6 to 8 per cent, according to BMRB's Audience Interaction Monitor.
Around one tenth of people who do not yet have digital TV expect to get Freeview within the year, and fewer than 20 per cent of people said that they would be quite likely to buy access to the digital terrestrial platform.
The research also shed some light on television interactivity for advertisers. Only 13 per cent of viewers have interacted with a digital TV advertisement, according to the research, and the vast majority of them are Sky Digital subscribers. And 30 per cent of those people who did interact didn't feel that the interactive elements of the ad were very good.