According to an ITC study conducted by Continental Research during October the increased number of cable channels available in broadband cable homes is reducing the amount of viewing to both ITV and the BBC.
| Share/Vwg |
Oct 93 |
Oct 92 |
Oct 91 |
| Terrestrial |
57.9 |
61.4 |
64.7 |
The most popular cable and satellite channels continue to be Sky One and Sky Movies Plus – although the two newly launched UK Gold and TNT/Cartoon Network also appear high up the list. It is in fact the introduction of new channels which account for the increased share now taken by cable and satellite channels.
Increased fragmentation of audiences has affected terrestrial and non- terrestrial channels alike – see table below.
Additional survey findings include the following:
* 90.8% of respondents were satisfied with the cable TV service they received
* Children continue to be the heavier viewers of non terrestrial TV compared to adults – with 49.3% of the former’s viewing time spent watching these channels. The popularity of the Cartoon Network (15.3%) undoubtably having an affect.
* Share of viewing of cable and satellite channels increases in the lower socio-economic groups:
|
AB |
C2 |
DE |
| Share/Vwg |
30.80% |
35.30% |
54.10% |
* Channels appealing disproportionately to DEs incl: Movie Chl, Bravo, Sky One, UK Gold, Eurosport, MTV, CMT, The Box Those appealing to ABs: Sky Sports and TNT/Cartoon.
* Those appealing to ABs: Sky Sports and TNT/Cartoon.
* The amount of viewing in broadband homes remain unchanged year on year.
SHARE OF VIEWING IN B'BAND HOMES
|
Oct 93 |
Oct 92 |
Oct 91 |
| ITV |
29.3(1) |
30.5(1) |
33.9(1) |
| BBC1 |
19.9(2) |
22.6(2) |
21.7(2) |
| Sky One |
9.6(3) |
10.5(3) |
7.9(4) |
| Sky Movies |
+ 6.8(4) |
9.1(4) |
11.0(3) |
| Movie Chl |
6.2(5) |
7.6(6) |
6.1(5) |
| C4 |
5.4(6) |
4.7(7) |
4.3(7) |
| TNT/Cartoon |
4.6(7) |
– |
– |
| Sky Sports |
4.1(8=) |
8.5(5) |
3.1(8) |
| UK Gold |
4.1(8=) |
– |
– |
| BBC2 |
3.3(10) |
3.6(8) |
4.6(6) |
| MTV Europe |
2.0(11) |
1.5(12) |
1.8(10) |
| Sky News |
1.8(12=) |
1.6(10=) |
1.4(13) |
SHARE OF VIEWING IN B'BAND HOMES
|
Oct 93 |
Oct 92 |
Oct 91 |
| The Box |
1.8(12=) |
– |
– |
| Sky Mves Gd |
1.6(14) |
1.0(16) |
– |
| Family Chl |
1.4(15) |
– |
– |
| Childrens Chl |
1.3(16) |
2.8( 9) |
2.0( 9) |
| Eurosport |
1.2(17=) |
1.2(14) |
0.7(18) |
| Bravo |
1.2(17=) |
1.6(10=) |
0.8(16) |
| Discovery |
1.1(19) |
1.3(13) |
1.5(12) |
| Country Music |
0.9(20) |
– |
– |
| UK Living |
0.8(21=) |
– |
– |
| HVC |
0.8(22=) |
0.7(18) |
1.7(11) |
| All Others |
Less than 0.5 |
