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Zenith Optimedia sees 87 pct of UK homes with TV going digital by end 2007
A total 22.3 mln UK homes will have digital television, equivalent to 87 pct of all the 25.6 mln homes which have a television, by the end of 2007, media services group ZenithOptimedia said.
In a study, ZenithOptimedia said it expects 15.2 mln homes to have a digital TV set by the end of this year.
By 2007, 8.9 mln homes will receive digital TV by subscribing to BSkyB PLC while 9.9 mln will get it from the BBC-backed Freeview service and 3.5 mln homes will receive it via cable.
The survey went on to predict ITV1's share of the UK audience would fall slightly to 21.1 pct this year from 21.8 pct in 2003 while it will take 1.637 bln stg net in advertising revenues, equivalent to a 49.5 pct market share.
Non-terrestrial channels' share of that market is set to rise to 668 mln stg net, or 20.2 pct, its highest level yet on both measures.
ZenithOptimedia predicted that by 2007, ITV1 would command a 19.4 pct share the viewing audience with its share of advertising revenues falling to 46.5 pct.
Rival independent terrestrial broadcaster Five will account for 6.8 pct of the UK audience by 2007, up from 6.4 pct last year, with its share of advertising revenue estimated at 8.5 pct.
The study said that would make it the only terrestrial channel likely to show organic growth.
Non-terrestrial channels will see their share of the audience rising to 24.9 pct, with their slide of advertising revenues rising to 23.8 pct.
ZenithOptimedia said total TV advertising revenue will rise by around 12 pct over the next three years to 3.718 bln stg and will account for 31.6 pct of all media advertising.
Zenith said it will gain share at the expense of print media, especially national newspapers.
A total 22.3 mln UK homes will have digital television, equivalent to 87 pct of all the 25.6 mln homes which have a television, by the end of 2007, media services group ZenithOptimedia said.
In a study, ZenithOptimedia said it expects 15.2 mln homes to have a digital TV set by the end of this year.
By 2007, 8.9 mln homes will receive digital TV by subscribing to BSkyB PLC while 9.9 mln will get it from the BBC-backed Freeview service and 3.5 mln homes will receive it via cable.
The survey went on to predict ITV1's share of the UK audience would fall slightly to 21.1 pct this year from 21.8 pct in 2003 while it will take 1.637 bln stg net in advertising revenues, equivalent to a 49.5 pct market share.
Non-terrestrial channels' share of that market is set to rise to 668 mln stg net, or 20.2 pct, its highest level yet on both measures.
ZenithOptimedia predicted that by 2007, ITV1 would command a 19.4 pct share the viewing audience with its share of advertising revenues falling to 46.5 pct.
Rival independent terrestrial broadcaster Five will account for 6.8 pct of the UK audience by 2007, up from 6.4 pct last year, with its share of advertising revenue estimated at 8.5 pct.
The study said that would make it the only terrestrial channel likely to show organic growth.
Non-terrestrial channels will see their share of the audience rising to 24.9 pct, with their slide of advertising revenues rising to 23.8 pct.
ZenithOptimedia said total TV advertising revenue will rise by around 12 pct over the next three years to 3.718 bln stg and will account for 31.6 pct of all media advertising.
Zenith said it will gain share at the expense of print media, especially national newspapers.