Data for the third quarter of 1992 is included in the latest report from the IPA on trends in TV viewing, submitted to the ITC Advertising Liaison Committee.
The overall level of viewing continues to show the slight improvement noted in the last quarter. ITV’s share of viewing remains low after the strong performances by BBC2 and the non- terrestrial broadcasters in July and August. However, ITV share for September shows a marked increase.
The ITV biases to the elderly and down- market continue to show improvement but there is evidence to suggest that this may be a reflection of slight changes in profile of the total television audience. INDICES OF VIEWING TO TELEVISION CONSOLIDATED INCL.NON-TERREST.&BKFST.TV ALL ADULTS – 13 W/E 27TH SEPT 1992
ITV
C4
BBC1
BBC2
ALL TV
All Adlts
100
100
100
100
100
16-34
85
81
83
68
85
35-54
87
88
94
89
90
55+
127
125
127
137
124
ABC1
76
81
94
95
86
C2DE
119
106
106
100
111
16-34ABC1
68
75
77
68
74
35-54ABC1
68
75
87
84
78
55+ABC1
97
106
125
142
110
16-34C2DE
100
88
87
68
94
35-54C2DE
106
100
100
95
104
55+C2DE
147
131
129
132
134
Source: IPA Qtr 3 Report/BARB
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