Non-Terrestrial TV Growing At ITV’s Expense
The IPA has published its third quarter Trends in Television report which shows that ITV’s share of viewing has declined this year from 36.5% in Q1 to 34.3% in Q3 while non-terrestrial viewing share has grown from 9.3% to 10.5% over the same period. This suggests that ITV is losing its audience to cable and satellite channels.
BBC1 and BBC2 both retain a share of around 32% and 11% respectively, showing little fluctuation over the last few years. Channel 4’s share has grown this year from 10.5% in Q1 to 11.2% in Q3.
Trends In Channel Share All Individuals
| ITV | C4 | Non-Terrestrial | BBC1 | BBC2 | |
|---|---|---|---|---|---|
| Q1 ’95 | 38 | 11.1 | 7.7 | 32.7 | 10.4 |
| Q2 ’95 | 36.9 | 11.3 | 8.5 | 31.8 | 11.5 |
| Q3 ’95 | 36.3 | 11.4 | 9.1 | 31.6 | 11.6 |
| Q4 ’95 | 37.6 | 9.9 | 8.8 | 32.6 | 11.1 |
| Q1 ’96 | 36.5 | 10.5 | 9.3 | 32.8 | 11 |
| Q2 ’96 | 34.4 | 10.6 | 9.9 | 32.2 | 12.9 |
| Q3 ’96 | 34.3 | 11.2 | 10.5 | 32.4 | 11.6 |
In terms of age profile, ITV seems to be showing a trend towards older viewers, which is probably due to younger viewers watching cable and satellite. ITV’s social class profile also remains relatively downmarket.
Channel Share By Demographics All Time W/E 29 September
| ITV | C4 | Non-Terrestrial | BBC1 | BBC2 | |
|---|---|---|---|---|---|
| All Individuals | 34.3 | 11.2 | 10.5 | 32.4 | 11.6 |
| All Adults | 34.7 | 11.1 | 9.6 | 33.2 | 11.5 |
| 16-34 yr olds | 32.6 | 12.5 | 14.2 | 30.7 | 10 |
| 35-54 yr olds | 32.7 | 10.6 | 11.5 | 33.5 | 11.6 |
| 55+ yr olds | 37.3 | 10.6 | 5.3 | 34.6 | 12.3 |
| ABC1 | 30.7 | 11 | 8.4 | 36.8 | 13.1 |
| C2DE | 37.3 | 11.1 | 10.3 | 30.9 | 10.4 |
In terms of top twenty programmes however, amongst all adults, ITV broadcast 13, though among AB Adults it was a different story: 14 were on BBC1. At the other end of the scale, among DE Adults, ITV broadcast 16 out of the top twenty.