TV viewing rises in 2010

Australians are watching more TV in 2010 than they did last year, a new piece of analysis suggests.  

According to the OzTam data, prepared for the Sydney Morning Herald’s Tribal Mind column, total viewing of prime time TV is up 3%, while viewing among 16-39 year olds in up by 7%.

The paper reports that on any given night in 2010, an average of  5.147m Australians in metro households have been watching television. This is up from 4.981m last year and 5.051m the year before.

The numbers challenge the perception that TV is a fading medium. And they will add to the confidence of TV networks who saw revenues jump by more than 18% in the fuirst half of the year as the media recovery continued.

However, the rise of the free to air digital channels has helped fragment the audience, according to the data, which says that an average of 433,000 a night are tuning in to the likes of Go!, 7Two, ABc2  and One.

Meanwhile, prime time pay TV reaches an average of 798,000 viewers – up 1% on last year and up 5% on 2008.

Tribal Mind writer David Dale concludes:

“Those arrogant old dinosaurs have finally done a clever thing. By playing to niche markets, the networks have pulled back younger viewers, stopped the slide and secured their future for one more decade.”


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