IPA Trends Report Highlights TV Viewing Decline
The latest IPA Trends in Television viewing report, covering the first quarter of 1997, has been published. It shows that average daily viewing levels for all television viewing have resumed their long-term decline and are currently 6% less than they were 5 years ago.
The IPA says that ITV’s share of viewing is “still giving cause for concern whilst the share of non-terrestrial channels continues to grow and is expected to overtake BBC2 in the future to become the third largest ‘channel’ after ITV and BBC1.”
In terms of channel shares by demographics for all time viewing, BBC1 had the highest 16-34 audience share as well as the highest ABC1 audience. Both ITV and Channel 4 were shown to have an older and more downmarket demographic profile.
Channel Shares By Demographics – All Time 30/3/97
| ITV | C4 | Other Commercial | Total Commercial | BBC1 | BBC2 | |
|---|---|---|---|---|---|---|
| All Individuals | 34.3 | 11.3 | 10.0 | 55.6 | 33.7 | 10.7 |
| 16-34 | 32.0 | 10.8 | 13.6 | 56.5 | 34.5 | 9.0 |
| 35-54 | 33.2 | 10.5 | 11.2 | 54.9 | 34.8 | 10.2 |
| 55+ | 38.1 | 12.8 | 4.6 | 55.5 | 32.6 | 11.9 |
| ABC1 | 32.2 | 10.9 | 7.7 | 50.8 | 36.7 | 12.5 |
| C2DE | 36.9 | 12.0 | 9.8 | 58.7 | 31.9 | 9.4 |
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