TV Market Round-Up – July 2008
July was another tough month revenue wise for the terrestrial stations, with only GMTV bucking the downward trend year on year. The ITV1 breakfast station managed to achieve a 14.6% increase of revenue, compared to July 2007.
The biggest year on year fall came from ITV1 network, with revenues dipping by 6.2% to stand at £88.18 million for July 2008.
Over at Channel 4, the continued sluggish performance of Big Brother saw another year on year decrease in revenue. The second biggest commercial station took in £48.66 million, 4.5% lower than 2007’s total.
Meanwhile, Five took in £20.26 million for the month (down 2.1%).
Total Satellite saw its revenue total increase by 12.3% year on year, to stand at £71.92 million
| Total Revenue | Jul 07 | Jul 08 | % Change |
| ITV1 | 94,030,000 | 88,180,000 | -6.2 |
| C4 | 50,950,000 | 48,660,000 | -4.5 |
| Five | 20,690,000 | 20,260,000 | -2.1 |
| GMTV | 3,360,000 | 3,850,000 | 14.6 |
| Total Terrestrial (inc. GMTV) | 169,030,000 | 160,950,000 | -4.8 |
| Total Satellite | 64,040,000 | 71,920,000 | 12.3 |
| Source: Agency Estimates | |||
ITV Franchises
According to our agency estimates Central hangs onto its position as the greatest share provider of ITV1 revenue. The Midland franchise area took a 15.76% share of the network’s total revenue, just ahead of London weekday franchise area Carlton (with 15.34%).
The best year on year increase among the ITV franchises was Carlton, rising by 0.43 percentage points on July 2007. The second best performance came from London weekend franchise LWT, up by 0.37 percentage points.
West Country maintains its position as ITV1’s smallest provider of revenue, with 2.04% of the network’s total income.
| % Share of ITV Revenue by Franchise | Jul 07 | Jul 08 | % Point Change |
| Scotland | 5.92 | 6.09 | 0.17 |
| Anglia TV | 7.47 | 7.42 | -0.05 |
| Carlton | 14.91 | 15.34 | 0.43 |
| LWT | 11.47 | 11.84 | 0.37 |
| Central | 16.55 | 15.76 | -0.79 |
| North West/Border | 10.17 | 10.20 | 0.03 |
| Meridian | 11.90 | 12.06 | 0.16 |
| West Country | 2.16 | 2.04 | -0.12 |
| Ulster (UTV) | 2.38 | 2.68 | 0.30 |
| HTV | 6.34 | 6.20 | -0.14 |
| Yorkshire/North East | 10.75 | 10.36 | -0.39 |
Costs Per Thousand
ITV1’s cost per thousands price decreased for all but one of our featured audiences, with only Housewives with Children costing more than in July 2007 (up 9.5% at £56.6). The audience that had the greatest year on year decrease was ABC1 Adult, down by 1.2% to cost £17
Channel 4 saw across the board reductions for our featured audiences, with Women recording the largest price fall (9.9%).
Five saw all of our featured audiences increase in CPT price. The greatest CPT price increase came from Men, 16.9% more expensive when compared to July 2007.
| CPTs | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 5.95 | 15.68 | 9.60 | 8.96 | 56.60 | 17.00 |
| % Ch YoY | -0.9 | -0.9 | -1.0 | -0.5 | 9.5 | -1.2 |
| Channel 4 | 6.45 | 16.93 | 10.43 | 10.02 | 34.84 | 15.75 |
| % Ch YoY | -7.8 | -4.3 | -9.9 | -8.1 | -7.3 | -7.2 |
| Five | 4.88 | 12.39 | 8.05 | 7.24 | 36.34 | 13.93 |
| % Ch YoY | 11.0 | 16.9 | 7.2 | 10.5 | 6.8 | 1.9 |
Commercial Impacts
ITV1 saw all featured audiences decrease year on year for commercial impacts, with the greatest drop recorded by Housewives with Children (down 14.4% on July 2007). The other featured audiences all had year on year decreases of at least 5%.
Only one of our featured audiences fell for Channel 4 during July 2008, Men was down by 0.2% on last year’s figures. Of the audiences that increased commercial impacts, the best year on year performance came from Women (up 6% on July 2007).
Five saw all commercial impacts slump across all featured audiences, with Men falling the most (down 16.1% year on year).
Only two audiences managed to improve on the previous year’s figures for Total Broadcast. These were Women and ABC1 Adults, up 0.2% and 2.4% respectively year on year.
| Impacts | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 17,425 | 6,617 | 10,808 | 11,575 | 1,833 | 6,103 |
| % Ch YoY | -5.3 | -5.4 | -5.3 | -5.7 | -14.4 | -5.1 |
| C4 | 8,870 | 3,381 | 5,489 | 5,713 | 1,643 | 3,635 |
| % Ch YoY | 3.5 | -0.2 | 6.0 | 4.0 | 3.0 | 2.9 |
| Five | 4,886 | 1,923 | 2,962 | 3,291 | 656 | 1,711 |
| % Ch YoY | -11.7 | -16.1 | -8.6 | -11.3 | -8.3 | -3.8 |
| Satellite | 27,832 | 12,931 | 14,902 | 16,049 | 4,713 | 11,901 |
| % Ch YoY | 4.8 | 4.8 | 4.7 | 5.3 | -3.2 | 7.3 |
| Total Broadcast | 60,526 | 25,320 | 35,207 | 37,709 | 9,097 | 23,939 |
| % Ch YoY | -0.1 | -0.6 | 0.2 | -0.3 | -5.4 | 2.4 |
BARB: www.barb.co.uk