UK television advertising viewers have increased in the first half of 2008 compared to the same period last year, the European Journalism Centre (EJC) reported Tuesday.

“Commercial impacts,” ads that last for 30 seconds at normal speed, saw a 6 percent growth in audience, according to research conducted by The Broadcaster's Audience Research Board.

Commercial impacts have experienced a 15 percent increase over the past five years. Commercial broadcast audience numbers are up by 4 percent since last year and up by 8.5 percent compared to 10 years ago, the EJC reported.

In the first six months of 2008, 2.34 hours of commercial TV was watched daily on average in the United Kingdom. Each day, 2.4 billion broadcast TV ads were seen, with an average of 42 per individual.

“Key advertiser audiences” viewed commercial impacts more often, according to the EJC. The middle class ABC1 group was found to be watching 9 percent more TV ads. The increase in ad viewing was 3 percent for those in the 16 to 34 age group.