Digital Viewing Round Up – August 2001

New figures from BARB show that non-terrestrial channels once again saw year on year increases in viewing share in all homes. The ‘others’ category rose from an average of just over 18% to a 22% share of viewing.

Meanwhile, the commercial terrestrial channels Channel 4 and ITV suffered significant falls in viewing share year on year. ITV1 found its share reduced from an average 27.1% in August last year, to 24.8%. Channel 4 dropped from 11.8% to 9.8%.

In digital homes, there was an unusual drop in viewing share for non-terrestrials, which fell from 52.4% to 50.7% year on year. The benefits were felt at most of the terrestrial channels, which rose accordingly, with the exception of Channel 4, which slipped from its August 2000 average of 7.5% to 6%.

There continues to be distinctive features in viewing share on the Sky Digital platform as compared to the ITV Digital platform.

In Sky Digital homes, 50% of viewing share goes to other, non-terrestrial channels, while in ITV Digital homes, this dominance is reduced to just under 45%. ITV1 managed an average 19% share in ITV Digital homes during August, but in Sky Digital homes, with a carriage deal with Sky yet to be made, this is down to 16%. Channel 5 also did better in ITV Digital homes during the month, with a 5.4% share of viewing, compared to a 3.4% share in Sky Digital homes.

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