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# IPA: Brits now consume 44% of commercial media alone
- URL: https://fabric.media/ipa-brits-now-consume-44-of-commercial-media-alone/
- Published: 2026-09-09T18:46:53.000Z
- Updated: 2026-09-09T18:46:53.000Z
- Description: New IPA TouchPoints data shows British adults spend 44% of commercial media time alone, up 10% since 2015, with 16-34s at 46%. Smartphones now match TV for total commercial media time among UK adults.
- Author: Fabric.Media Editorial
- Tags: Measurement, Sheila Obeng-King, ExchangeWire digest: UK retail media & commercial media

**Why it matters.** Planners relying on co-viewing or shared-screen assumptions for younger audiences must now discount reach estimates as solo smartphone consumption becomes the norm.

*Signal from* [*exchangewire.com*](https://exchangewire.com/?ref=fabric.media) *·* [*Sheila Obeng-King*](https://fabric.media/tag/by-sheila-obeng-king/) *·* [*read the original*](https://www.exchangewire.com/blog/2026/09/09/digest-brits-turn-to-commercial-media-alone-isba-study-examines-uk-retail-media-networks/?ref=fabric.media)*.*