Olympics Gives Boost To Total TV Audience
The Atlanta Games successfully increased the size of the UK terrestrial television audience by attracting new viewers to television – particularly in the small hours. This is one of the findings of a report published today by CIA Medianetwork.
CIA’s analysis of viewing figures across the whole duration of the last weekend of the Games (Friday 2 August to Sunday 4 August) reveal that the average percentage of all UK adults (ie all-adult TVRs) watching rose from four in 1995 to six in 1996. But the equivalent ratings of BBC2, ITV and Channel 4 all held steady at 2, 5 and 2 respectively, meaning that new viewers must have been attracted to BBC1.
This extra audience was mostly gained in the early morning – unofficial viewing figures show that at 2am on Saturday 3 August over 80% of all adults watching terrestrial television (1.3 million) were tuned into the Olympics on BBC1.
First Olympic Weekend Viewing
| 1995 Share % | 1995 Avge TVR | 1996 Share % | 1996 Avge TVR | Y-o-Y Share % Ch | |
|---|---|---|---|---|---|
| BBC1 | 34 | 4.5 | 36.6 | 5 | 7.6% |
| BBC2 | 20.5 | 3 | 20.5 | 3 | no change |
| ITV | 34.6 | 4.5 | 30.5 | 4 | -11.8% |
| Channel 4 | 10.9 | 1.5 | 12.4 | 1.5 | 13.7% |
Last Olympic Weekend Viewing
| 1995 Share % | 1995 Avge TVR | 1996 Share % | 1996 Avge TVR | Y-o-Y Share % Ch | |
|---|---|---|---|---|---|
| BBC1 | 32.2 | 4 | 41.7 | 6 | 29.5% |
| BBC2 | 12.5 | 2 | 13.5 | 2 | 8.0% |
| ITV | 41.1 | 5 | 34.8 | 5 | -15.3% |
| Channel 4 | 14.2 | 2 | 10 | 2 | -29.5% |
Over the same weekend, BBC1 also experienced a 29.5% year-on-year rise in its audience share to 41.7%. ITV’s overall share of the viewing audience was down by 15.3% year-on-year and Channel 4 dropped by 29.5%.
Simon Cox, broadcast director at CIA Medianetwork, said: “By pulling in extra audiences, the BBC has proved that if the product is right, light viewers can be attracted to television and the audience can grow. ITV and Channel 4 would do well to remember this in the coming months and seek to grow the total audience rather than simply steel share from each other.”
CIA Medianetwork: 0171 633 9999