A survey conducted by Thinkbox using Broadcasters’ Audience Research Board (BARB) data has found that the average Briton saw up to 47 TV ads a day last year, an increase of 2.6% on 2010.

Television viewers in the UK watched an average of four hours and two minutes of linear programming every day of the year, with commercial television rising to become 64% of all TV viewed.

It was found that 90.6% of TV was watched live, with the remaining 9.4% “time shifted” viewing on recorded digital devices.

Lindsey Clay, Thinkbox's managing director, said: "These figures explain why so many tech companies want to join the TV industry. Many companies are flocking to launch new TV services or social media services that feed off people's love affair with TV.”