ITV Slips Below 30% Audience Share In Q2 Trends In Television Report

The data for Q2 in the IPA’s Trends in Television report has shown that viewing levels are in line with those of a year ago. However, the share of viewing seems to be shifting as newcomers such as Channel 5 and non-terrestrial channels continue to establish their hold on the market.

For the first time ITV’s share of viewing for all channels has slipped 0.5% below the 30% mark. BBC1 commands 27% of viewing, but other commercial channels, which include the non-terrestrial stations, has risen from 14.3% to 16.3% quarter on quarter. Channel 5, meanwhile, has managed a 6% share for the first time, up from 5.4% this time last year and from 5.6% compared to last quarter.

Overall, ITV has more of the most popular programmes for adults than the BBC. However, a 50/50 split can be seen in Top 20 choices for advertising fodder AB adults. In contrast, among DE adults, only 1 programme from the top 20 choices was on the BBC.

ITV has lowered its target for share of peak time from 39% last year to 38.5% by the end of this year. Last year it missed its target by 0.2%. In the year so far, ITV’s peak time viewing share has averaged at 37%, which means it will need a successful six months in order to reach its target. England’s early exit from the Euro 2000 competition will not have helped matters in the first half of the year, and industry thought is that ITV needs to reach its targets if it is to justify the rising price of its advertising slots (see Can ITV Sustain Revenues With Rising Prices?).

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