Viewing of commercial TV rose 9.9 minutes a week on the record set in the same period last year and was up 42 minutes a week on the representative five-year average for January to June, according to the figures published in Thinkbox’s half-year review.
Commercial impacts, the number of ads watched at normal speed, in the first half of the year were up 2 per cent on same period last year and 16 per cent over the past five years with the average viewer watching 43 ads a day.
Commercial TV accounted for 63.7 per cent of total broadcast TV viewing in the first six months of the year, a rise of 3.2 per cent in the past five years.
Total broadcast TV viewing in the first half of the year was 26.2 hours a week, in line with the same period last year and up 18 minutes a week on the five-year average for the period.
Despite these figures, industry estimates suggest that TV ad revenues will be down 18 per cent this year.
Tess Alps, the chief executive of Thinkbox, said: "In January we said the record broadcast viewing levels set last year couldn’t continue, but – astonishingly - they have."
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