Freeview will struggle to lure viewers, BMRB says

Business am is to close at the end of the week. The Scottish business daily, which launched in 2000, is expected to be relaunched as a weekly in the new year.

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. 

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share
IPG's UK revenue jumps 21% after Profero acquisition

IPG's UK revenue jumps 21% after Profero acquisition

Interpublic Group (IPG) the owner of Initiative, Lowe and Partners and McCann, saw its UK revenue rise 21 per cent in the first three months of this year, boosted by its acquisition of Profero.

Share

Get news by email