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IPA Second Quarter Trends Report – Channel 5 Watched By 3%
The latest Television Viewing report for the second quarter of 1997 shows that viewing has risen slightly to 3.41 hours of average daily viewing. This reverses the decline over the last two quarters.
The report also found that Channel 5 has captured a weekly viewing share of just under 3%, plus a 5% of commercial viewing. Lynne Robinson, IPA Research Director, said: “Channel 5’s audience shows a welcome bias to the young but unfortunately, mirrors its commercial counterpart in being downmarket.”
Channel Shares By Demographics – All Time – 13 w/e 29/06/97
| ITV | C4 | C5 | Other Commmercial | Total Commercial | BBC1 | BBC2 | Total | |
|---|---|---|---|---|---|---|---|---|
| All Individuals | 32.1 | 10.7 | 2.8 | 11.7 | 57.4 | 30.8 | 11.8 | 100.0 |
| All Adults | 32.8 | 10.8 | 2.8 | 10.5 | 56.8 | 31.4 | 11.8 | 100.0 |
| 16-34 | 30.5 | 11.6 | 3.6 | 15.9 | 61.6 | 28 | 10.3 | 100.0 |
| 35-54 | 31.5 | 10.1 | 2.9 | 13.1 | 57.7 | 30.8 | 11.5 | 100.0 |
| 55+ | 35.1 | 10.7 | 2.2 | 5.2 | 53.2 | 33.9 | 12.9 | 100.0 |
| ABC1 | 29.6 | 10.9 | 2.4 | 9.3 | 52.3 | 34.2 | 13.5 | 100.0 |
| C2DE | 34.9 | 10.7 | 3.1 | 11.3 | 59.9 | 29.5 | 10.6 | 100.0 |
| Children | 27.6 | 9.8 | 2.8 | 21.1 | 61.3 | 26.3 | 12.1 | 100.0 |
IPA: 0171 611 7656