TV Market Round-Up – September 2001
Revenue
Year on year analysis shows that TV revenue fell across the board during September, as the terrorist attacks on the US cast a shadow of gloom over the industry, which was already in the midst of an advertising downturn.
Total terrestrial TV revenue fell 16.9% year on year. ITV was the worst hit with revenue dropping 18.7%, closely followed by Channel 4, which saw revenue fall 14.2% year on year. Channel 5 suffered the least significant year on year loss, falling 9.8%.
Satellite revenue also fell foul of September’s difficult market conditions, dropping 8.4% year on year.
| Total Television Revenue – September 2001 | |||
| Total Revenue | Sep 00 | Sep 01 | % Change |
| ITV | 174,990,791 | 142,340,000 | -18.7 |
| C4 | 58,066,666 | 49,840,000 | -14.2 |
| C5 | 18,400,000 | 16,600,000 | -9.8 |
| GMTV | 6,093,333 | 5,320,000 | -12.7 |
| Total Terrestrial (inc. GMTV) | 257,550,790 | 214,100,000 | -16.9 |
| Total Satellite | 38,316,666 | 35,100,000 | -8.4 |
| Source: Agency Estimates | |||
Among the ITV franchises LWT saw the most significant loss in terms of share of revenue, falling 1.9 percentage points year on year. Central and Scotland saw the most notable increases, the former climbing 1.1 percentage points, and the latter 0.9 percentage points, year on year. Carlton and Central continued to dominate in terms of share, claiming almost 15% and 17% share of revenue respectively.
| September ITV Franchise Revenue Share Comparison | |||
| Station | Sep 00 | Sep 01 | % Point Change |
| Scotland | 5.63 | 6.54 | 0.9 |
| Anglia TV | 7.21 | 7.53 | 0.3 |
| Carlton | 15.19 | 14.7 | -0.5 |
| LWT | 13.48 | 11.6 | -1.9 |
| Central | 15.78 | 16.84 | 1.1 |
| North West/Border | 10.56 | 10.29 | -0.3 |
| Meridian | 11.38 | 11.09 | -0.3 |
| West Country | 2 | 2.1 | 0.1 |
| Ulster (UTV) | 2.03 | 2.11 | 0.1 |
| HTV | 5.64 | 5.88 | 0.2 |
| Yorkshire/North East | 11.11 | 11.32 | 0.2 |
Cost Per Thousand
Costs per thousands fell across the board during September, with the exception of Channel 4, which saw an increase of 13.7% in the Housewives with Children category.
Channel 5 saw the most notable decreases across all categories, with the Housewives with Children category falling 21.7% and the ABC1 Adults category dropping 20.5%, year on year. ITV also saw year on year decreases in the Housewives with Children category and the ABC1 Adults category, which fell 3.5% and 9.9% respectively.
| CPTs | ||||||
| ITV | % Ch YoY | Channel 4 | % Ch YoY | Channel 5 | % Ch YoY | |
| Adults | 859 | -5.7 | 803 | -4.2 | 457 | -14.8 |
| Men | 2,149 | -7.3 | 1,781 | -4.9 | 1,001 | -10.9 |
| Women | 1,430 | -4.7 | 1,462 | -3.5 | 842 | -18.1 |
| Hwvs | 1,336 | -6.2 | 1,320 | -5.2 | 710 | -17.1 |
| Hwvs/Ch | 5,460 | -3.5 | 5,525 | 13.7 | 2,899 | -21.7 |
| ABC1 Adults | 2,304 | -9.9 | 1,854 | -3 | 1,362 | -20.5 |
Commercial Impacts
ITV and Channel 4 saw commercial impacts fall across all categories year on year. ITV suffered the most significant losses in the Housewives with Children category, which fell 15.7% and the Women category, which dropped 14.7% year on year. Channel 4 also saw the most notable loss in the Housewives with Children category, which fell 24.5% year on year.
At the other end of the scale Channel 5 and Satellite saw year on year increases in all categories. Channel 5 saw the greatest increase in the Housewives with Children category, which rose 15.2%, but only managed a modest 1.2% rise in the Men category. Satellite saw the highest gain in the Women category, which increased 22.6% year on year.
| Commercial Impacts | ||||||||
| ITV Impacts | % Ch YoY | C4 Impacts | % Ch YoY | C5 Impacts | % Ch YoY | Satellite Impacts | % Ch YoY | |
| Adults | 20,088 | -13.7 | 7,521 | -10.5 | 4,398 | 5.9 | 9,252 | 19.9 |
| Men | 8,026 | -12.3 | 3,392 | -9.7 | 2,010 | 1.2 | 4,694 | 17.4 |
| Women | 12,061 | -14.7 | 4,130 | -11.0 | 2,388 | 10.1 | 4,557 | 22.6 |
| Hwvs | 12,908 | -13.2 | 4,577 | -9.5 | 2,832 | 8.8 | 4,958 | 20.9 |
| Hwvs/Ch | 3,159 | -15.7 | 1,093 | -24.5 | 694 | 15.2 | 2,203 | 18 |
| ABC1 Adults | 7,487 | -9.7 | 3,258 | -11.6 | 1,476 | 13.5 | 3,906 | 16.2 |
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