IPA: Brits now consume 44% of commercial media alone

ExchangeWire’s Sheila Obeng-King reports that new IPA TouchPoints data shows British adults spend 44% of commercial media time alone, up 10% since 2015, with 16-34s at 46%. Smartphones now match TV for total commercial media time among UK adults.

Why it matters. Planners relying on co-viewing or shared-screen assumptions for younger audiences must now discount reach estimates as solo smartphone consumption becomes the norm.

Signal from exchangewire.com · Sheila Obeng-King · read the original.

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