Average viewer sees 45 TV ads per day

Of this, three hours and 43 minutes was of linear TV on a TV set and four minutes a day was of TV watched on other devices such as tablets or laptops according to the report from Thinkbox based on Barb’s January to June 2014 viewing figures.

Thinkbox said that commercial TV reach had remained stable in the past five years, reaching 72% of the population a day, 93% in a week and 98% in a month.

Commercial viewing dominates with a 65% share. Total commercial impacts were down by 4.3% compared with the same period last year, meaning the average viewer saw 45 TV ads a day. The top five viewed TV advertisers over this period were P&G, Sky, Reckitt Benckiser, Mars and L’Oreal.

The majority of TV is viewed live: 88% of viewing on a TV set was live. More than half of UK households ( 58%) now own a digital TV recorder and in those households 17% of total viewing was time-shifted. However almost half of programmes that were recorded were watched on the same day.

Other findings in Thinkbox’s report were that 58% of UK households own two or more TV sets ( 9% own more than four).