And More Of It - in thirty years, commer al TV viewing has doubled. Weekly listening to commercial radio has ed. Decline of newspapers - there are iill' n fewer readers than there were twenty years ago. Sixty per can pe le read a paper today (75% in 1980). Growth of the Internet -,Qne% rd of all UK adults now have Internet access. Lifestyle changes: - dbe are spending more time awake and are "sub-contracting" o e more mundane aspects of everyday life; less time is spent preparing ood, or doing household chores. It is no surprise that media owners are cashing in on this new surfeit of leisure time; on TV alone, consumer spend is up f80 compared to ten years ago.
Magazines decline - magazine readership is down 30% on twenty years ago. In fact, over the last thirty years, magazine readerships have fallen sub- stantially, but in the last ten years, has shown signs of recovery as the market offers a greater variety of publications to reach detailed and specific target audiences. Rise of the digital viewer - the digital viewer is younger, up-market, with a family and children. They seem to be viewing at the expense of the BBC. Critical audience - enjoyment of TV ads has declined; they are seen as being less "novel". There is also a growing expectation that TV should keep people informed. Having said that, 50% of people in the UK are happy with the channels that they have.