Channel 4 Sees Audience Share Dip During 2003
Channel 4 saw its audience share fall below the ten percent mark for the first time in over a decade during 2003, according to the latest annual viewing figures from BARB.
The data shows that Channel 4’s share of overall viewing dropped by 0.3% during the last twelve months to 9.7%, as the increasing popularity of digital television continued to put pressure on the broadcaster.
The news will come as a blow to the Channel 4 chief executive, Mark Thompson, who vowed to breathe new life into the channel after admitting it had been distracted by its ambitious digital plans in the past (see GEITF 2002: Thompson Outlines New Vision For Channel 4).
Andrew Canter, broadcast planning director at Media Planning Group, suggests that Channel 4 needs to pay closer attention to its core business. He said: “The increasing popularity of digital television has put pressure on all the terrestrial channels. However, Channel 4 has made a concerted effort to drive viewers to E4. This is understandable but its share of terrestrial viewing has suffered as a result.”
The success of a range of key programmes including as Big Brother, Wife Swap and How Clean Is Your House? has helped stem the decline experienced by Channel 4. However, the channel will need something new if it is to boost audiences in the coming year.
Elsewhere, the figures show that BBC1 maintained its lead over ITV1 in the battle for ratings. The channel secured a 25.6% share of television audiences across the year, compared to a 23.6% share for its main commercial rival. Both channels dipped by 0.5% in the twelve months to December.
Channel Five also performed well and was the only terrestrial channel to see its share of viewing increase last year. The broadcaster’s recent attempts to reposition itself as a more upmarket channel appear to be paying off and its audience share increased by 0.2% over the last twelve months to 6.5%.
The growth of multi-channel television showed no signs of slowing during 2003 and the figures from BARB show that non-terrestrial channels saw their combined share of viewing increase by 1.5% last year to reach 23.6%.
This popularity looks set to increase and the Government could be on track reach its target of switching off the analogue television signal by the proposed 2010 deadline, following news that more than half of British households now receive multi-channel services (see Digital TV Now In More Than Half Of UK Households).
BARB: 020 7529 5531 www.barb.co.uk
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