Average TV viewing fell during 2014 with the heaviest viewers watching less of the small screen. But in a changing TV landscape the amount of viewing on tablets, smartphones and laptops continues to increase.

In 2014 some 98.4% of the UKs TV viewing was on a TV set in 2014; 1.6% was on other screens. The average viewer saw 45 ads a day.

The daily viewing figures are as follows:
3 hours, 41 minutes of TV on a TV set (live/playback/on-demand within 7 days of broadcast)
3 minutes, 30 seconds of TV via devices such as tablets, smartphones and laptops (mostly on-demand but some live streams)*

Although viewing on TV sets declined, they continue to be the UKs screen of choice by some distance. In 2014, 98.4% of all TV was watched on a TV set. 86% of TV set viewing was on a TV set in the living room, according to BARB. Taking the long-term perspective, TV set viewing was only 0.4% less in 2014 than it was 10 years ago.

86% of TV set viewing was on a TV set in the living room, according to BARB data released by commercial TVs marketing body Thinkbox. Taking the long-term perspective, TV set viewing was only 0.4% less in 2014 than it was 10 years ago.

Despite its relatively small share, the rise of the personal TV through smart phone and tablet is leading to more television being watched outside of the traditional hours.

Lindsey Clay, Thinkbox Chief Executive: TV viewing is changing and the data needs to be examined very carefully to understand what is actually going on. After years of record growth for broadcast TV as on-demand began to flower, new viewing trends are now becoming established and theres a new eco-system for TV. It is nuanced, it raises new opportunities for advertisers, it reflects how modern viewers want to enjoy TV and it is a royal pain in the arse for BARB to measure. But, it is here, it is the future and we should embrace it, understand it and help advertisers make the most of it because TV remains by far their most potent weapon.

The drop in the number of heavy viewers explains why TVs UK population reach has stayed virtually the same (94.6% a week in 2013 vs. 94.2% in 2014).

48% of all recorded viewing was watched within 24 hours of recording and 81% watched within two days.