TV Market Round-Up – July 2009

Television revenue continues to fall, with all channels recording year on year percentage declines. As was the case last month, Five was the worst hit, dropping by 31.3% on July 2008’s total to stand at £13.92 million.

The next biggest fall was seen by Channel 4, decreasing by 18% on last year’s figures. It took in £37.91 million during July 2009, down from £48.66 million the previous year.

Meanwhile network broadcaster ITV1’s revenue total fell from £88.19 million last year to £70.92 million this year (a 19.6% decrease). The commercial giant recently announced the sale of Friends Reunited as part of its half yearly results.

ITV Franchises

Central has retained the biggest share of ITV1 revenue, according to our agency estimates. The Midlands franchise area accounted for 15.81% of the network’s revenue, increasing by 0.05 percentage points year on year

Carlton stays in second place with 14.07% – however, the London weekday franchise area was down 1.27 percentage points on July 2008.

Costs Per Thousand

ITV1 had a tough month in terms of CPTs  among our featured audiences. Housewives with Children had the greatest percentage decrease, down by 21.7% year on year (to cost £44.30).

Channel 4 also had across the board reductions for our featured audiences. This time ABC1 Adults decreased the most to cost £13.83 (down by 12.2%).

All of Five’s CPT price fell for our featured audiences by at least 35% this month. The biggest decrease was among the Male audience, now costing £7.42 – 40.1% cheaper compared to July 2008.

Commercial Impacts

ITV1 once again had a mixed month in terms of commercial impacts among our featured audiences. The best performance came from the Housewives with Children audience, up by 2.8% on July 2008’s total. Men recorded the biggest fall, down by 6.8% year on year.

Channel 4’s commercial impacts dropped across the board. The worst affected audience was Women, down by 13.5% year on year.

Five’s commercial impacts continued to buck the trend among terrestrial broadcasters, with all featured audiences improving on previous year’s total. The audience that increased its commercial impacts the most was Men, up by 14.8% year on year.