The IPA has released second quarter TV trends figures for 1995. According to the IPA’s analysis of BARB data, total television trends remain constant. However, ITV’s share of total viewing continues to decline with the channel beginning to appeal more to the older viewer.
Non-terrestrial services have continued to gather strength while the BBC’s performance was boosted by BBC2’s coverage of Wimbledon.
For the first time since 1991 there has been a slight increase in the overall amount of television viewing. There is also continuing growth for non- terrestrial channels, which has been mainly at the expense of ITV.
The profile of ITV viewing by age has improved steadily over the period but has lately begun to slip back a little to the older profile. The social class profile continues to be relatively down market.
AUDIENCE
ITV
CH4
OTHER COMM
TOTAL COMM
BBC1
BBC2
TOTAL
ALL ADULTS
100
100
100
100
100
100
100
16-34
79
95
122
88
78
70
83
35-54
88
92
117
93
92
87
92
55+
133
113
61
120
130
143
126
ABC1
79
84
82
80
94
98
87
C2DE
118
113
115
116
105
102
111
16-34 ABC1
65
84
97
73
75
70
73
35-54 ABC1
70
77
93
75
87
84
80
55+ ABC1
105
94
52
96
127
147
112
16-34 C2DE
90
104
144
100
81
70
90
35-54 C2DE
107
106
142
111
97
90
104
55+ C2DE
151
126
65
135
132
139
135
Including all non-terrestrial services whether supported by advertising or not
Source: IPA/BARB
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