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Media Data

European television viewing up despite major summer sports event absence

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By John McCarthy, Opinion Editor

September 27, 2013 | 3 min read

Average daily TV viewing times increased across Europe during the first half of 2013 despite the absence of a major sporting event during the summer, according to a EuroData TV worldwide report.

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Italian viewing increased the most with an additional four minutes of television each day resulting in an average of 4h 34 minutes, while the Dutch and Spanish added three minutes (3h 21min) and two minutes (4h 16min) to their daily viewing respectively.

Only France and the UK saw a drop in viewing - four and two minutes respectively - due to 2012’s ratings being boosted by the French presidential race and the Queen’s Diamond jubilee, in addition to the 2012 European Football Championship.

More people were found to be watching media on screens other than the television too; with a Global TV study revealing that 15-24 year olds in France watch television for 15 minutes a day on the computer, whether live or time shifted, an increase of two minutes over six months.

Due to the delinearalisation of TV, audience measurement now includes catch up and time shifted viewing up to 28 days after the live broadcast. In July, this increased daily viewing times by 26 minutes compared with live measurement, and by four minutes compared with the live+7 measurement.

Jacques Braun, vice president of Eurodata TV worldwide, said: “In the connected era, television viewing continues to rise. The references in audience and behavioural measurement demonstrate the power of TV contents, whatever the screen, at home and on the move.”

Multi-screen engagement was found to enhance the TV experience, especially for young people, while the increasingly regular feature of big entertainment formats and social strategies also came into play for scripted series.

Amandine Cassi, head of research at Eurodata TV Worldwide, said: “Connected equipment, social networks and delinearised consumption intensify the attractiveness of channels and TV programs around the world.”

It was also revealed that viewers are also becoming increasingly selective with new entrants such as Netflix and Hulu are transforming the international media landscape.

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