Mintel’s latest report provides a unique examination of terrestrial and multichannel TV viewing habits. Identifying their correlation with brown goods ownership, holiday habits, sports interest, financial product ownership and selected leisure activities, it aims to pinpoint the best targets for TV-based promotional activity, whether advertisements, product tie-ins or interactive content.

Providing a valuable insight into attitudes towards multichannel TV, it highlights a number of key consumer groups to whom marketing activity and messages can be tailored for maximised ROI. Mintel's research also offers an indication of the popularity of various multichannel and terrestrial programming.

Mintel’s findings are absolutely invaluable to both businesses advertising through these mediums and their media and creative agencies.

With the number of TV channels constantly increasing, Mintel’s research arrives at a fascinting time for the industry. Multichannel TV is playing an ever-important part in UK consumers' lives, with penetration exceeding 50% for the first time during 2003. Some 57% of households now have access, with 94% of these having digital TV. This compares to 80% at the end of 2001 and means that more people than ever are able to benefit from the increased quality and interactivity that digital TV offers.