Research carried out by Thinkbox – the marketing body for commercial TV in the UK – has found that TV plays a profound role within people’s homes and within the living room in particular, playing a vital role in unifying households and being a part of numerous day-to-day rituals.

The Screen Life study from Thinkbox has examined how people are watching TV now and what this means to advertisers and involved a mixture of qualitative and quantitative research techniques.

Core findings indicate that 98 per cent of TV viewing in the UK takes place on a TV set, with 86 per cent on a TV set in the living room. The study found that some two-thirds of the UK (63 per cent) thinks TV is central to making the living room a special place in the home.

Other key findings from Screen Life: TV advertising everywhere include:

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Categories: Ads, Advertising, Articles, Consumer Behaviour, Research