Global TV viewing up by 15 mins a day: Eurodata survey

MUMBAI: The couch potato just can't seem to get enough of it. Television that is. Viewers worldwide spent 15 minutes more per day glued to their screens in year 2003 as compared to the previous year, thus bringing the global average viewing time to three hours and 39 minutes daily.

These figures were released by Eurodata TV Worldwide at MipTV trade fair. The annual study was based on statistics from 72 countries or regions, 2.5 billion viewers and more than 600 channels.



As per the study, out of eight hours of sleep, the average viewer spends almost a quarter of their waking hours in front of the television. In terms of content, TV fiction or drama remained the world's most popular type of show at 41 per cent, but was edged down four points from 2002 by entertainment programs, comprising games, variety, music, reality and theatre shows. Meanwhile, entertainment increased its popularity by 4.5 points to 34.5 per cent.

Among the nations, Japanese remain the world's top TV watchers, with a viewing time of four hours and 29 minutes per person per day, just ahead of the United States (US), where time spent in front of the box was four hours and 25 minutes.

However, when measured in terms of regions, North America held on to the top spot, adding an extra five minutes to reach an average four hours and 21 minutes - 42 minutes more than the world average, Eurodata TV Worldwide said. Europe was runner-up with three hours and 33 minutes, followed by Asia-Pacific, where viewing time sharply increased by 47 minutes a day to total three hours and 23 minutes.

Then follows the Middle East (three hours and 15 minutes), Latin America (three hours and 14 minutes) and South Africa (two hours and 59 minutes), which was the only African country researched.

Regarding content, entertainment was most popular in Europe - 30 per cent in eastern Europe and 29 per cent in western Europe and was followed by Latin America (16 per cent), Asia (10 per cent) and North America (4 per cent). While, reality TV grew last year, representing 18 per cent of the best entertainment shows.

The Eurovision Song Contest appeared in the top 10 in 21 countries and was the number one show in six of these countries including Spain, Ireland and Sweden. Game shows were also back in popularity with 15 per cent of last year's top entertainment shows, up five points from 2002.


* Amount of television that the average American watches per day: Over four hours

* Percentage of US households with at least one television: 98

* Percentage of US households with three or more TV sets: 41

* Time per day that TV is on in an average US home: Seven hours, 40 minutes

* Average number of hours per week that American one year-old children watch television: Six

* Number of hours recommended by the American Pediatric Association for children two and under: 0

* Average time per week that the American child ages 2-17 spends watching television: 19 hours, 40 minutes

* Time per week that parents spend in meaningful conversation with their children: 38.5 minutes

* Hours of TV watching per week shown to negatively affect academic achievement: 10 or more

* Percentage of children ages 8-16 who have a TV in their bedroom: 56

* Percentage of those children who usually watch television in their bedroom: 30

* Percentage of television-time that children ages 2-7 spend watching alone and unsupervised: 81

* Percent of total television-time that children older than seven spend without their parents: 95

* Percentage of children ages eight and up who have no rules about watching TV: 61

* Percentage of parents who would like to limit their children's TV watching: 73

* Hours per year the average American youth spends in school: 900

* Hours per year the average American youth watches television: 1023

* Percentage of teenagers 13-17 who can name the city where the US Constitution was written (Philadelphia): 25

* Percentage of teenagers 13-17 who know where you find the zip code 90210 (Beverly Hills): 75

* Average time per day American children spend in front of a screen of some kind: Four hours, 41 minutes

* Percentage of 4-6 year-olds who, when asked, would rather watch TV than spend time with their fathers: 54

* Number of violent acts the average American child sees on TV by age 18: 200,000

* Number of murders witnessed by children on television by the age 18: 16,000

* Number of TV commercials viewed by American children a year: 20,000

* Age by which children can develop brand loyalty: Two

* Number of TV commercials seen by the average American by age 65: Two million.

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