The latest IPA Trends in Television Viewing Quarterly Report shows that there was a 2% decline in overall viewing in 1994 compared to 1993. Average daily hours of viewing for individuals is now 3.6 hours.
The share taken by terrestrial commercial channels is showing some stability now, at around 50%. The profile of ITV viewing by age continues to mirror the profile of all television vieiwng. The social class profile continues to be relatively down market, as is now a well etablished pattern.
Of the top 20 programmes ranked by size of all adults audience over September, 15 were transmitted by ITV, and 5 by BBC1. Among 16-24 year old adults, 13 were transmitted by ITV, and 7 by BBC1.
INDICES OF VIEWING TO TELEVISION – ALL ADULTS 13 W/E 1 JAN 1995
ITV
C4
OTHER COMM.
TOTAL COMM.
BBC1
BBC2
TOTAL
ALL ADULTS
100
100
100
100
100
100
100
16-34
81
89
123
87
77
68
82
35-54
90
92
114
93
95
90
94
55+
128
119
62
119
127
141
124
ABC1
78
87
89
81
96
98
88
C2DE
118
110
109
116
103
101
110
16-34 ABC1
66
80
111
74
74
67
73
35-54 ABC1
70
79
95
74
91
87
81
55+ ABC1
101
106
56
97
128
147
113
16-34 C2DE
94
96
134
99
79
68
89
35-54 C2DE
111
104
133
112
100
93
106
55+ C2DE
146
128
65
133
127
137
132
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