Channel 4 And Five Benefit From Viewer Migration
Channel 4 and Five have seen their share of viewing rise significantly over the first half of the year with viewers turning away from BBC One and BBC Two as the Corporation strives to move upmarket.
Viewing figures released by BARB show that Channel 4 has enjoyed a remarkable start to the year with its audience share rising by 2.8% to 9.77%. The channel has enjoyed a string of hits including Shameless, Ramsay’s Kitchen Nightmares and the fifth series of Big Brother (see Big Brother Eviction Draws 5.6 Million Viewers).
The UK’s smallest commercial broadcaster, Five, is also performing well with its share of viewing rising by a solid 5.1% to 6.78%. The channel defied claims that it had reached its peak with a mix of football films and US acquisitions such as CSI: Crime Scene Investigation.
However, the BBC channels are proving less fortunate despite their attempts to ditch makeover shows in favour or arts and current affairs. The Corporation is striving to prove its public service credentials, but viewers are turning away from BBC One and BBC Two.
In the first half of the year BBC One saw its average share of viewing fall by nearly 5% and BBC Two dipped by 6% to 10.25%. The dip reflects the Corporation’s decision to schedule more programmes of the kind the television market would fail to deliver of its own accord.
The move is part of the BBC’s decision to ensure a ten year extension to its royal charter, which is up for renewal in 2006. The Corporation recently outlined its vision for how it should operate in the twenty first century, in the face of increasing criticism from its commercial rivals (see BBC To Outline Future Role In Charter Review).
ITV also had a difficult first six months of this year with its audience share falling by 2.1% to 23.3%. However, the channel has been boosted by record viewing figures for its coverage of the Euro 2004 football championships (see 20.7 Million Watch England Lose Out To France).
BBC One has also benefited from the combined affect of England’s Euro 2004 quarter final against Portugal and its Wimbledon coverage, which helped the channel enjoy a peak-time audience share of 36.1% last week, its highest since Christmas 1998.
BARB: 020 7529 5531 www.barb.co.uk
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