Digital Viewing Round-Up – September 2001

The latest BARB data on digital viewing shows that in all homes, viewing share of non-terrestrial channels continues to increase as the penetration of non-analogue services also grows. The year on year growth in viewing share for Other channels during September was over 4 percentage points, with the average share reaching just over 20%.

The subsequent drops in share among the terrestrial channels were mainly concentrated in the two largest. Channel 5 was the only channel to see an increase, growing its average share in all homes from just over 5.5% in 2000 to almost 6% by September this year, as it continues gain strength and credibility under Dawn Airey’s leadership.

In digital homes, share of viewing remained more or less unchanged year on year, with Other channels maintaining an average just above 45% and the two main terrestrial channels sticking around the 20% mark. However, Channel 4 saw its average weekly share of viewing fall from, while Channel 5 grew its average share.

ITV’s continuing failure to arrange carriage for its flagship ITV1 on the Sky Digital platform does not appear to be affecting its performance in Sky Digital homes. There is little or nothing to choose between the share achieved by the two main terrestrial channels in Sky and ITV Digital homes.

Channel 5 appeared to benefit more in ITV Digital homes. Non-terrestrial channels, in contrast, do better in Sky Digital homes, perhaps due to the strength of the Sky branded channels.

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