The latest IPA Trends in Television Report covering the first quarter of 2008 shows a healthy picture for the TV market with average daily hours of viewing standing at 3.97 hours per individual, which is the highest since 2004.

Commercial television's share of viewing rose to 62.2%, whilst digital television's penetration, patronage* and share of viewing continues to grow, albeit at a slower rate. This quarter’s digital penetration now stands at 83.6% of homes with digital channels taking a 41% share of total television viewing.

Said, Lynne Robinson, Research Director of the IPA, “It is good to see a strong television market overall and a strong commercial share within it. The growth in digital penetration has slowed slightly post Christmas but we can expect it to grow as the digital switchover gathers pace.”

To view the report click here

*Patronage is defined as the percentage of the population watching a channel for at least three minutes during the week.