UK records biggest increase in TV viewing during 2008

LONDON - The UK has seen the highest increase in TV viewing in 2008 among 12 leading nations, while average TV viewing in some other European countries has fallen.

TV viewing: highest increase among 12 leading nations
TV viewing: highest increase among 12 leading nations

Ofcom's International Communications Market data provides a snapshot of the £548bn global communications market in 12 major economies, including UK, France, Germany, Italy, the USA, Canada and Japan in the five years to 2008.

Separately, the report also looks at the communications markets in four emerging countries; Brazil, Russia, India and China.

The report shows the UK witnessed the highest average increase in TV watching during 2008, up 3.2% to 3.8 hours a day.

In contrast, average TV viewing fell in France, Germany, Canada, Poland and the Netherlands during the year, while the average TV viewing hours was 3.5 a day across the European countries surveyed.

US viewers consumed the most television in 2008, watching on average 4.6 hours a day, up 1.8% from 2007, while viewers in Sweden continued to watch the least at 2.7 hours a day, although this was a 1.9% increase across the year.

In 2008, the UK posted the highest absolute growth in internet ad spend of any other country surveyed, accounting for 23% of the total ad spend, according to 2009 data from World Advertising Research Center cited by Ofcom.

However, online only makes up 19% of ad spend in Sweden and only 9% in Italy and Spain. Outside Europe, the internet accounts for 15% of ad spend in the US and 12% in Japan.

The report also shows the UK is the second-highest texting nation in the world behind the US, with total messaging volumes increasing by 43% to 1.1 trillion.

 

 

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