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In the UK the average percentage of television viewers is virtually the same as that of radio listeners. However, according to official figures released by The Institute of Practitioners in Advertising (IPA) for the second quarter of the year 2001, the number of ITV viewers was down by 1.4 per cent, BBC1 down 0.3 per cent and BBC2 down 0.8 per cent on the corresponding quarter in the year 2000. Interestingly, in the second quarter of 2001 viewers on average watched BBC, ITV, Channel Four and Channel Five for just 2.72 hours per day, the lowest average ...