IPA Trends In Television Viewing Show Halt To Long Term Decline
The latest IPA Trends in Television Report, for Quarter 1 1996, shows a further improvement in overall television performance, halting the previous long term decline. Three of the last four quarters have shown a year on year increase in overall television viewing; during the earlier years of the decade every quarter showed a decline.
ITV continues to be a major loser although their figures did rally towards the end of the quarter; the non-terrestrial channels’ share is growing steadily however, and reached the 10+% mark for the first week ever in March. It seems that BBC1 is resisting the cable/satellite onslaught with more success than ITV. Channel 4 has reclaimed some of its lost ground.
Trends In Channel Share: All Individuals
| 1995 | ITV % | C4 % | Other % | BBC1 % | BBC2 % |
|---|---|---|---|---|---|
| Q1 | 38.0 | 11.1 | 7.7 | 32.7 | 10.4 |
| Q2 | 36.9 | 11.3 | 8.5 | 31.8 | 11.5 |
| Q3 | 36.3 | 11.4 | 9.1 | 31.6 | 11.6 |
| Q4 | 37.6 | 9.9 | 8.8 | 32.6 | 11.1 |
| 1996 | |||||
| Q1 | 36.5 | 10.5 | 9.3 | 32.8 | 11 |
The profile of ITV viewing has improved steadily over the period during which the IPA reports have been published. The profile is now regularly better than it used to be; the social class profile, however, continues to be relatively down market.
Channel Shares By Demographics – Peak Time All Individuals
| ITV % | C4 % | Other % | BBC1 % | BBC2 % | |
|---|---|---|---|---|---|
| All Individuals | 40.3 | 8.6 | 7.0 | 34.3 | 9.8 |
| All Adults | 40.3 | 8.6 | 6.5 | 34.7 | 9.8 |
| 16-34 | 37.8 | 10.3 | 10.1 | 31.9 | 9.9 |
| 35-54 | 38.0 | 8.7 | 8.0 | 35.1 | 10.2 |
| 55+ | 43.7 | 7.5 | 3.2 | 36.1 | 9.5 |
| ABC1 | 36.1 | 8.9 | 6.2 | 37.5 | 11.3 |
| C2DE | 43.4 | 8.4 | 6.8 | 32.7 | 8.8 |
| Children | 39.8 | 8.9 | 11.0 | 30.5 | 9.7 |
Programme Profiles: No of Programmes in Top 20
IPA: 0171 235 7020 Full Trends Report is also available on IPA web site: http://www.ipa.co.uk/