First off, identify exactly which transmitters are visible (line of sight) from your house. Take altitude into account, meaning not just yours and the TX, but any intervening hills, large buildings and trees (In leaf, trees very effectively block higher frequency radio signals such as TV and WiFi).
Terrestrial transmitters fall into two types:
Main stations such as Crystal Palace (London), Wenvoe (Cardiff), Mendip (West of England), Rowridge (IoW, serving area south of the North Downs) - these are powerful, usually 250,000W or more, radiate omnidirectionally (all points of the compass), and almost always
horizontally polarized (this latter is important),
Relay stations, which fill in coverage holes, can be
very low power, are usually directional (so there are directions from which you can't use them!), and are
vertically polarized. Think of these as the Gaffer tape of the system. The drawback, apart from signal strength, is that they sometimes carry only a limited set of channels, for example, not all the HD stuff, or possibly the wrong region for you, etc.
From what you've said, it seems like everybody nearby is using a repeater. This may be because they need to, or because the cheaper end of the aerial installer business just looks at other roofs in the area, without checking signal strength, etc. The system is set up so that main stations and their repeaters interfere as little as possible with each other. This means an aerial for the main station may be unsuitable for one of its repeaters, and vice versa. Don't forget to use the correct polarization!
The other thing to watch out for is whatever is beyond your repeater. Here, Kingsweston repeater is closest, and we are in its coverage area, but "behind" it (from our house) is Wenvoe, which is around 200,000x "louder" and swamps it. There are various tricks to control which TX the TV uses, but we end up with both, which is unhelpful (I don't really want the Welsh output! Across the road (literally) the angle is better, so they can use it, but they can't get Mendip, whereas we are on the higher side of the street, and can.
There is no such thing as a "digital" aerial, by the way - it's all analogue at that part if the system (even satellite!), and the old issues from analogue TV days - ghosting, poor signal, etc. - still degrade the signal. The difference with digital TV is that it either works or it doesn't, and you don't usually get warning of bad signal - it either stutters, freezes completely, or just says "no signal".
It is unlikely you will get away with a loft aerial for TV (you might for DAB). A longer aerial might help, but probably not much.
These might help also:
https://www.ofcom.org.uk/tv-radio-and-on-demand/information-for-industry/tv/tv-transmitter-mapshttps://ukfree.tv/section/TV_TransmittersFull-Freeview vs Freeview Light: map (clickable map giving coverage contours)
Freesat might be a good option, but only if you are careful about the cabling in the house (it's more picky than terrestrial TV). And the more northerly you are, the less useful it is, as geostationary satellites orbit the equator, and the signal quality degrades as you move north or south from that circle.
Forgot to say: polarization: look at the fins on the front end of the aerial (towards the transmitter). If those bits are horizontal, it's horizontal, if vertical...
Bill Wright's Aerial pages have a lot of good and bad practice in fitting aerials, useful if you intend to DIY.
If you want to find a good quality contractor, look for the roof with the neatest, reasonably new installation on it, and ask the owner who did it. Neatness and quality usually go together in that business.