The IPA has submitted its latest report on trends in TV viewing for the fourth quarter 1992.
Following three quarters in which the overall level of television viewing has shown slight year on year increases, the fourth quarter is slightly down on the same period in 1991. ITV’s share of viewing has, however, increased.
ITV’s audience bias towards the older (55+) age group has continued to be reduced – the age profile of the ITV audience is now very close to that of the audience to all TV. The social bias, however, continues to cause concern.
Indices of Vwg to TV (Data=consolidated Incl. non-terrestrial & B’fast TV)
Base: All Adults – 13 w/e 3rd Jan 1993
ITV
C4
BBC1
BBC2
ALL TV
All Adlts
100
100
100
100
100
16-34
82
89
80
68
84
35-54
92
94
95
89
94
55+
127
122
127
132
123
ABC1
78
89
93
95
85
C2DE
118
111
105
100
112
16-34ABC1
64
83
73
68
70
35-54ABC1
71
78
88
84
80
55+ABC1
101
106
123
132
109
16-34C2DE
97
94
85
68
94
35-54C2DE
112
106
103
95
108
55+C2DE
144
133
128
132
131
Source: IPA Qtr 4 Report/BARB
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