Commercial TV Channels Increase Share, According To IPA Report
The latest IPA Trends In Television Report, for the fourth quarter of 1998, shows that the commercial television sector drew in 59.3% of audience share, increasing its share of viewing against the BBC channels.
The report also shows a gradual increase in the amount of television being watched, with viewing up to an average of 3.61 hours per day. This takes the average above 3.59 for the first time since 1994.
Jim Marshall, chief executive of MediaVest and IPA Media Policy Group spokesperson, says: “The really good news for advertisers is that commercial channels are increasing their share against the BBC. We were pleased to see ITV coming within a whisker of achieving its full year target of 38% peak-time share and look for ITV to build on this achievement in 1999.”
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