An analysis of the latest available Party Election Broadcast audience figures by CIA Medianetwork has shown a slump in viewing compared to the last election.
The figures reveal that viewing to the Conservative, Labour and Liberal Democrat broadcasts fell by 4.3 million, 4.5 million and 3 million adults respectively compared to the comparable election week in 1992. At the beginning of the 1992 campaign between 29-34% of Adults viewed a PEB, compared to 21-24% in 1997.
In terms of viewing by demographic, Labour suffered most amongst Adults 16-34 yrs, the Conservatives lost almost 40% of its C2DE Adult viewers and this was also the worst group for the Liberal Democrats. All parties did relatively well amongst ABC1 Adults.
Nick Kelvin, planning director of CIA Medianetwork, said: “What we are seeing is the electorate voting with their remote controls – increased channel choice increasing the chances of finding an entertaining alternative to political spin. In the future, political spot advertising might evolve in the UK out of necessity.”
CIA Medianetwork: 0171 633 9999
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