U.K. TV viewing on upswing


LONDON -- U.K. television viewing is forecast to jump more than 4% in the next five years, driven by older viewers' adoption of digital technology and a leveling off of the downward trend in viewing among the key 16-34 demographic, according to research Thursday from U.K. research firm Attentional.

The brighter-than-expected picture for television viewing suggests that, with the availability of more channels on digital platforms, older viewers are watching for longer periods.

And though the viewing of young adults (16-34) is expected to fall overall by 1% over five years, actual growth in the number of 16-34s within the U.K. population, due to such factors as immigration, means that total viewing hours for this demographic are forecast to grow 5% by 2012.

The single demographic group for which a significant drop in total television viewing has been forecast is children (4-15), where a continued fall in average daily viewing time, coupled with a declining population, is likely to result in a 4% decrease in total television viewing over the next five years.