Traditional TV use was very slightly down in the UK in 2014, with 98.4% of viewing done on TV sets, compared to 98.5% in 2013. Viewing on mobiles was up a similar amount, from 1.5% to 1.6%. The data comes from the UK’s commercial TV marketing body, Thinkbox. Lindsay Clay, chief executive of Thinkbox, said, “[T]here’s a new eco-system for TV. It is nuanced, it raises new opportunities for advertisers, it reflects how modern viewers want to enjoy TV – and it is a royal pain in the arse for BARB to measure” (we may have included that quote simply for the final sentence – TA).