The latest IPA Trends In TV report shows that average daily viewing for the first quarter of 1998 was slightly down year on year, from 3.89 hours to 3.84 hours.
Terrestrial channels’ share of total viewing was also down as the share taken by the non-terrestrial channels continues to grow. ITV’s consolidated all homes viewing share for all individuals was put at 32.2% for Quarter 1, compared to 34.3% the previous year. C4’s share fell from 10.8% to 10.4%, C5’s increased from 2.8% (Q2 1997) to 3.5%, non-terrestrials’ rose from 11.4% to 12.8%, BBC1’s dropped from 31.8% to 30.5% and BBC2’s slipped from 11.7% to 10.7%.
In terms of patronage, C5 achieved 42.1% compared to ITV’s 91.1%, C4’s 79.7%, BBC1’s 92.3%, non-terrestrials’ 28.8% and BBC2’s 81.1%.
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