GMTV – First Week’s Viewing Figures

Despite the results of a poll carried out by Teletext in which 68% of viewers wanted to see TV-am brought back, and only 2% stated GMTV as being their favourite breakfast programme, GMTV’s first full week viewing figures are encouraging.

The peak quarter hour average audience Monday-Friday increased by 700,000 to 3m (w/e 10/1/93) from 2.3m (w/e 12/1/92), with reach over the whole transmission period increasing from 13.4m to 13.8m comparing the same week periods 1992/3. Saturday and Sunday audiences failed however to show such improvements. When looking at the above figures it should be noted that C4’s Big Breakfast, which has improved the channel’s Monday to Friday reach by 2.1m to 5.9m (w/e 10/1/93) compared with the same period on 1992, and peak quarter hour viewing by 500,000 to 800,000 over the same period, did not come on air until October 1992.

Whilst the peak quarter hour figures quoted earlier do show improvements on TV-am, they also mask a decline throughout the transmission period as a whole – most notably between 7:00 and 9:00 when the Big Breakfast is on air.