The study found more than half (54%) of Brits openly admit to exaggerating, fabricating or downplaying their viewing habits to sound smarter (28%), cooler (28%) or more “in the know” (27%). We believe in celebrating the TV you truly love.”The national TV audit also revealed new habits around how we watch, including generational divides. Nearly nine in 10 (87%) of the nation enjoys watching nostalgic viewing when it comes to TV programming. TV viewing is set to peak through autumn and winter, with 75% of Brits saying watching what they love is the highlight of their day. The research supports U’s new campaign: Lose Yourself in What You Love – a celebration of authentic viewing, with shows that let people be unapologetically themselves.