TV Roundup – September 1998

Revenue Agency estimates for September 1998 put total terrestrial TV ad revenue (including GMTV) at £225.62 million. Year on year all the channels have shown an increase in revenue.

ITV’s total revenue was up by 4.4%, C4’s rose by 5.3% and C5’s revenue rose 40.6% year on year. GMTV also reported a year on year gain in revenue, up by 2.9%.

Impacts ITV’s Adults impacts were down year on year for September, by 0.6%. ITV also lost ad impacts in the Women and Housewives audience categories, but gained across Men, Housewives/Children and ABC1 Adults.

Channel 4’s impacts were up for all audiences, notably Housewives/Children, up 20.6%. Channel 4 continues to improve its effectiveness for advertisers with all audience categories showing increases.

Costs Per Thousand On ITV costs were once again up year on year for all audiences, particularly women, up 7.4%. Channels 4 and 5 continue to become cheaper, with the exception of ABC1 Adults on C5 for which CPTs increased by 4.9%.

Viewing ITV’s share of viewing was down by 1.8% points compared to September last year but the Network still maintained its lead over BBC1 which dropped by 3.2% points. The battle currently stands at 33.5% versus 31.2% in ITV’s favour. All the other channels, however, showed viewing growth year on year; Channel 5 hit an average share of 5% during last month.

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