With the digital sector continuing to show substantial growth, the Institute of Practioners in Advertising report showed that overall television viewing hours have not been so high since 1992 and 1993 where the average viewing hours were at 4.13 and 4.07 hours respectively.
For the first quarter of 2004, the report has been extended to cover an analysis of the performance of individual channel portfolios. ITV's share of viewing showed the greatest resurgence, with its highest level at 26.5% in February this year.
The BBC's highest share this quarter was at 26.3% for the first week in January.
Channel 4 has remained below the 10% mark this quarter, with its highest two weeks at the end of February with an average 9.8% audience share. This narrowed the gap between it and rival broadcaster Five, which posted a highest audience share of 7.2% also in February.
The report also found that the number of digital homes is continuing to grow and now stands at 11.5m. Within this sector, the digital terrestrial platform continues to be the fastest growing.
The IPA said that this is good news for both ITV and the BBC whose shares on the digital terrestrial platform are better than those on the digital satellite platform.
A recent study from market intelligence firm Key Note also found that the average person in the UK watches over three hours of television a day, with it being the single most popular past time in the UK. It branded the UK a nation of 'couch potatoes'.
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