• by Wayne Friedman , September 30, 2005

Despite competing new media entertainment devices and opportunities, more people watched more TV in 2004-2005 than any other time in history, Nielsen Media Research reported Thursday.

The typical household watched TV an average of 8 hours and 11 minutes each day--a rise of 3 percent and the highest numbers ever. Looking at individual viewers, the average total time viewing time in a given day was 4 hours and 32 minutes--a 3 percent hike from the 2003-2004 season, the highest in 15 years.

The average household tuning in to TV during prime time also climbed to 1 hour and 53 minutes. For the individual viewer in prime time, the average viewing time totaled 1 hour and 11 minutes--one more minute than a year ago, and the most since the 1993-1994 season.

In past months, program analysts have cited that both broadcast and cable have done their parts to continue to keep viewership high. Broadcast TV came in with new scripted shows such as ABC's "Desperate Housewives" and "Lost," as well as continued big ratings from Fox's "American Idol." Cable advocates say new networks and more original shows on the big established networks have contributed to the rise in TV viewership.

Nielsen says this continues the trend set this summer, when viewing levels were up slightly, at 1.1 percent over summer 2004.

For this season so far, prime-time viewing seems to be on the rise again. The first week of the season--September 19 through September 25--was up 6.3 percent over 2004.