Revenue Revenue estimates for January 1999 put total terrestrial TV ad revenue at £198.5 million. ITV’s total revenue increased by 6.4% year on year, rising to a total of £138.5 million. Channel 4’s total ad revenue stood at £43.2 million in January 1999, a rise of 9.3% from the year before. Channel 5 added 24.3% to its total revenue, rising to £12.3 million and GMTV dropped revenue again this year, losing 7.1% to end up with a total of £4.5 million. Year on year, agency estimates saw a rise in ad revenue for satellite of 26.6% year on year, achieving a total of £22.6 million.
There wasn’t much movement in terms of ITV franchise revenue share year on year. Carlton still commands the largest share – 16.48% – although it dropped the most percentage points of all the franchises in annual comparisons, having lost 1.4% points. Central achieved the largest proportional gain in terms of revenue shares, adding 0.9% points to its total, giving it a share of 15.9%.
West Country has the smallest share of ad revenue of all of the franchises, holding just 2%.
Impacts ITV saw an all round rise in its impacts, its sharpest increase being for Housewives with Children, for which its impacts increased by 7.2%. Channel 5 also enjoyed increased efficiency across all of its audience types, adding nearly 50% to its Housewives with Children category. Channel 4 however, suffered losses in impact across 4 of its 6 audience types, dropping 2.2% of its Men category. ITV still has far and away the highest number of impacts, claiming an audience of 30,514 adults.
Costs Per Thousand Both Channel 4 and ITV experienced increases in costs per thousand across most of their audience types. Men showed the biggest rise for Channel 4, increasing by 11.7%, whereas the biggest rise in costs per thousands for ITV was caused by Women. It is continuing to become cheaper for Channel 5 to reach all of its audiences.
Viewing ITV won the viewing battle against the BBC in January 1999, bagging a 32.9% viewing share, in comparison to the BBC’s 29% share. Both BBC channels sustained losses in viewing share, as did Channel 4. Channel 5 achieved a 1.2% rise in its share year on year, taking its total up to 4.5%.
From January 1999 Central & North Scotland report as one area
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