TV phone-in calls plunge.
And 63 per cent either no longer take part or have reduced their involvement, say media strategy advisers Oliver & Ohlbaum Associates.
Spending on TV votes and quizzes has also fallen - from pounds 400million to pounds 120million in the last year.
Almost 90 per cent of people who used premium rate phone-in services have lost confidence in them, says a separate report by Mott MacDonald. Two-thirds see phone-ins as "a way to cheat people out of money".