Sky+ viewers 'watch less TV'
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Research by media analyst Attentional into the viewing habits of Sky+ subscribers suggests owners of digital TV recorders watch less television.
According to conventional wisdom, viewers with Sky+ watch more television than they did before owning a digital TV recorder. Attentional says peoplemeters used by viewing measurement panels show they actually watch less TV, but that is due to the fact that Sky+ subscribers include a high proportion of ABC1s.
"Sky+ users are lighter viewers than the average Sky viewer, they tend to be relatively prosperous and such people simply watch less TV," said Adrian Edwards, Attentional's head of operations.
Attentional's research found there are only slight differences in the content Sky+ viewers watch relative to their non-Sky+ peers. Sky+ viewers watch more factual entertainment and a little less drama.
Last year a consortium comprising research group ACB, London Business School, media agency Initiative, Ofcom, ITV, Channel 4 and Five, found that contrary to anecdotal evidence, most television viewing in UK homes with digital TV recorders was still live and viewers still responded to TV ads.
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