The IPA has published its Trends in Viewing Report for the first quarter of 1994; the report highlights the decline in the overall amount of television viewed. The share of live viewing achieved by the terrestrial commercial channels shows a slight rise on the previous quarter, but a drop when compared with the same quarter of 1993. The commercial share of all (including non-terrestrial) consolidated viewing shows the same pattern.
BBC1 has improved on shaky viewing figures last year, when share dropped to 30%; it is now achieving a share of 32-33% regularly. ITV continues to lose share very slightly, hovering around the 40% mark. The share taken by satellite channels appears to have regained some of its upward momentum, at 12.1%
The profile of ITV viewing by age continues to mirror the profile of all television viewing, except for the social class profile, which continues to be relatively down-market.
The overall patronage figure for ITV (that is the percentage of the population tuning to a channel for at least three minutes during the week) has increased steadily for 1993 and 1994, rising to 94.7%. BBC 2 was the only channel to lose patronage, decreasing to 82.8% The biggest growth was from satellite channels, increasing to 18.2%
PROGRAMME PROFILES - NO. OF PROGRAMMES IN TOP 20 (4 w/e 27 March)
ITV
BBC1
ALL ADULTS
11
9
AB ADULTS
6
14
ABC1 ADULTS
6
14
DE ADULTS
17
3
16-24 ADULTS
11
9
55+ ADULTS
13
7
AVERAGE PEAK (1800 - 2300) TVR, CONSOLIDATED VIEWING, ADULTS
13 w/e 3/4/94
ITV
C4
OTHER
TOTAL
BBC1
COMMERCIAL
COMMERCIAL
ALL ADULTS
19.8
4
2.3
26.1
15.3
16-34
14.3
3.7
2.8
20.8
11.7
35-54
18
3.7
2.7
24.4
15.3
55+
26.9
4.5
1.3
32.7
18.7
ABC1
16.2
3.9
1.9
22
15.4
C2DE
22.7
4.1
2.6
29.4
15.1
16-34 ABC1
12.3
3.7
2.3
18.3
11.9
35-54 ABC1
15.1
3.5
2
20.6
15.5
55+ ABC1
22
4.4
1.3
27.7
19.4
16-34 ABC1
16
3.7
3.2
22.9
11.4
35-54 C2DE
21
4
3.4
28.4
15.2
55+ C2DE
30.1
4.6
1.3
36
18.3
IPA Lynne Robinson, Head of Research 071 235 7020.
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