BBC1 Extends Annual Ratings Lead Over ITV1
BBC1 has extended its annual ratings lead over ITV1, with the success of the World Cup, extra investment in drama and more landmark factual programmes helping the channel to increase its share of viewing during 2002.
Despite the recent success of I’m A Celebrity Get Me Out Of Here and Popstars: The Rivals, ITV has been hard hit by an increasingly populist BBC and has seen its viewing levels fall over the last twelve months.
BBC1 claimed victory over ITV1 in the annual ratings for the first time in 2001 (see BBC Claims Ratings Victory Over ITV) and early figures from BARB show that it increased its lead by 2.1% during 2002.
Last year BBC1’s overall share of viewing was 26.2%, compared to 24.1% across all hours for ITV1. BBC1’s share remained relatively stable year on year, falling by 0.6% points, whilst ITV1 saw its share decline by 2.6% points during the same period.
A spokesman for the BBC attributed the channel’s success to the popularity of the World Cup, an increased investment in high-profile drama and the continued importance of landmark factual programmes in the schedule.
He also pointed to the success of daytime programmes such as Bargain Hunt, the appeal of one-off events such as Party At The Palace (see Party At The Palace Draws 12.3 Million Viewers) and the increasing prominence of blockbuster movies on the channel.
It has been a tough year for ITV, which has suffered at the hands of the ongoing advertising downturn. However, ITV1 retained its lead over BBC1 during peak-time, achieving a 30% share of peak-time viewing during 2002, ahead of BBC1 with a 28% share.
A spokeswoman for ITV said: “During peak-time, we beat BBC1 48 out of the 52 weeks of the year. Peak-time is crucial for ITV and for advertisers and we’ve retained a comfortable lead over the BBC.”
ITV has pledged to invest £825 million in new programming this year in a bid to increase its audience share and secure lucrative advertising deals (see ITV To Put £825 Million Into New Shows Next Year). However, Nigel Pickard will have his work cut out for him when he takes over from David Liddiment as director of programmes next month (see ITV Appoints New Director Of Programmes).
BBC: 020 8743 8000 www.bbc.co.uk ITV: 020 7843 8000 www.itv.com
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