The Media in Figures: UK audience attitudes to the broadcast media (part two)

CONCLUDES research undertaken by the broadcasting regulators, Ofcom, half (49 per cent) of the adult TV audience felt it was the responsibility of both broadcasters and parents to make sure that children do not see unsuitable programmes, followed by 46 per cent who felt it was mainly parents’ responsibility, and three per cent who felt it mainly the broadcasters’ responsibility.

Other findings include:

* Among TV watching parents, parents with children under the age of five were more likely than those with older children to say responsibility lies mainly with parents (51 per cent versus 44 per cent of parents with children between five and ten and 43 per cent of parents with children aged between 11 and 16);

* Most adults who watch TV (94 per cent) were aware that broadcasters are required to show television programmes that are not suitable for children only after a certain time in the evening (down two percentage points since 2012); and

* Audiences in 2013 were more likely than in 2008 to think the 9pm watershed was at about the right time, with over three-quarters (78 per cent) of respondents saying so (compared to 70 per cent in 2008).

Attitudes towards TV advertising, sponsorship, product placement and promotions 

Says Ofcom: “Product placement in films and international programmes (such as US drama series) has been allowed on UK television for many years. Since February 28 2011, TV programmes made for UK audiences have been permitted to contain product placement as long as they comply with Ofcom’s rules. In 2013, almost half (48 per cent) of adult TV viewers were aware of product placement.”

Other findings include:

* Awareness of programme sponsorship has increased to 87 per cent of adult TV viewers, compared to 84 per cent in 2012, while awareness of programme promotions has decreased from 90 per cent in 2012 to 85 per cent in 2013. Awareness of channel promotions fell to 73 per cent of the adult audience, compared to 77 per cent in 2012;

* Attitudes towards the amount of advertising on the five main channels were broadly split. Almost half (47 per cent) of adults who watch TV stated that present levels of advertising on the five main TV channels ‘don’t bother me but I would not want any more’ while almost two in five (38 per cent) agreed there was ‘already more than I am really happy with’; and

* Among those who were aware of programme sponsorship, 56 per cent said ‘present levels don’t bother me but I would not want any more’, while over a fifth (22 per cent) said ‘there is already more than I am really happy with’.

SourceUK audience attitudes towards the broadcast media, July 3 2014. Read part three on Tuesday, on