Time-shift viewing adds up to 15%

BARB, the UK provider of TV viewing figures, is claiming a global first in its reporting of time-shift data that reveal how TV viewing builds in the four weeks following broadcast.

The organisation already offers seven-day consolidated viewing figures which represent over 98% of all viewing, but the new data, which takes account of the following 8-28 days, revealed an additional 1.5% in total viewing during July.

Further analysis indicated that time-shifted viewing of 8-28 days was most prevalent within ABC1 households and among 25-44 year old adults.

Some programming, such as news and sport, saw little or no increase, but BARB noted that other programmes had seen an increase of as much as 15% in total audience. These were likely to be for drama, film and children's programming.