According to figures from the Broadcasters' Audience Research Board (Barb), total commercial impacts were up 6.3%. TV viewers saw an average of 16 hours 24 minutes of commercial TV a week in 2008, up 18 minutes a week.
TV trade marketing body Thinkbox said commercial TV's share has risen thanks to digital TV, the increase of PVRs, programming and the economic downturn.
Thinkbox said the continued increase in broadcast TV viewing was more significant given the fact that "2008 was a watershed year for on-demand TV viewing". Thinkbox said research showed 78% of online viewing is people catching up on broadcast TV.
Tess Alps, chief executive at Thinkbox said the viewing figures show that people rely on channels and schedules to help them find the TV they want to watch. She said trusted channels remain crucial to guide people through the choice.
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