Media Mix - Why we watch TV

With viewing at an all-time high, it seems we cannot get enough telly

As Britain's key free-to-air broadcasters - ITV, Channel 4 and Five - lurch from mild woe to terminal decline, depending on who you listen to, you would think we'd all hit the off button for good.

But average weekly viewing is at an all-time high - 26hrs and 18mins in 2008, according to Thinkbox - and it would appear, from Britain's Got Talent and The Apprentice to current affairs, we still can't get enough TV.

METHODOLOGY: The IPA TouchPonts2 survey, conducted by Taylor Nelson Sofres, questioned 5,400 adults, aged 15+, through a questionnaire and a PDA time-based diary that collected data every half-hour for a week on how they spent their time, opinions and the role of media in their lives.

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