TV Round-Up – July 1998

Agency estimates for July 1998 put total terrestrial TV ad revenue at £165.10 million, with year on year rises for ITV, Channel 4, Channel 5 and a loss for GMTV.

Yet again all but Women recorded an increase in impacts for ITV year on year for July. Adults’ impacts were up 2% to 23,231 for ITV. Channel 4 gained impacts in all categories, particularly Housewives and Adults. Channel 5 impacts continue to show rapid increases in across all audiences.

On ITV CPTs were down year on year for Men by 6.3%; Housewives/Children were down by 6.2%. Adults cost 620p per thousand in July on ITV. Channel 4 was cheaper than last year with CPTs falling for all audience categories. Channel 5 continues to become cheaper with CPTs down for all audiences year on year; Adults dropped 29.4%.

Following the viewing share peak of last month during the World Cup coverage, ITV’s share of viewing continues its decline in June down 1.3% points. BBC1 was down 0.6% points year on year. Channel 4 and BBC2 both lost share, while Channel 5 and the cable/satellite continued to eat into their rivals’ share of viewing.

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