We spend more time with TV than any other media
According to the IPA’s most recent Touchpoints study, TV accounts for 42% of the time people choose to spend with media:
Over the last decade there have been a number of new technologies and video services that could have disrupted TV viewing on the TV set. Yet over this period time there has been remarkably little change in the amount of time we spend watching TV on the TV set. Young people’s viewing patterns have seen more change, but the average Individual is spending 3 hrs 36 minutes a day watching TV on the TV set, that’s just 3 minutes less than in 2005: