Released today (Tuesday) by the IPA, the Q3 report shows that non-terrestrial channels continued to expand and are now approaching a 40% share of viewing.
Digital reception also continues to increase across each platform and now stands at 83.2% overall. The individual growth for each platform indicates that more homes are using multiple platforms.
Impacts at digital sales houses have continued to rise, with BSkyB's year-on-year impacts at 12.7%, up 3% from 9.7%, and IDS, the sales house for Virgin Media TV, UKTV and Setanta Sports, up 0.5% on the year from 10.5% to 11%.
However, terrestrial broadcasters have struggled to post a rise on their mother channels alone. Five's share of impacts is down year on year, from 10.6% to 10.1%, and also down on the quarter by 0.4%, from 10.5%.
ITV1's impacts are down year on year from 30.8% in Q3 2007 to 27.6%, and also down on the quarter from 29.9%.
However, its digital family, which includes Men and Motors, posted a year-on-year increase of 0.5%, up from 7.6% in Q3 2007 to 8.1%.
Channel 4's total portfolio posted an increase of 0.1% year on year, accounting for 19.6% of all impacts from 19.5% in 2007.
However, that includes its digital channels' impacts and its time-shifted channel Channel 4+1.
Lynne Robinson, IPA research director said: "TV viewing is doing very well in total. The current BARB contract doesn't cover PC viewing yet.
"However, the inexorable rise of digital is getting stronger and stronger."
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