In the UK, there has been an incredible 51% increase in TV viewing among the group of consumers defined as ‘light linear viewers’ since March 23, when the coronavirus lockdown came into effect. Among medium linear TV viewers, consumption is 28% higher. Those defined as heavy linear TV viewers are watching 17% more television.
The figures are a comparison of weeks 13-19 against the same period in 2019, using BARB data (live and same-day-as-live TV set viewing, as the consolidated and device viewing data is not available for all the weeks yet). Thinkbox, the UK association that promotes the value of television as an advertising medium, has been highlighting the TV viewing boom.