IPA TV Report Reveals Big Brother Boost For Channel 4
The IPA has released its latest Trends In Television report showing that last summer’s Big Brother 3 helped Channel 4 to increase its share of viewing during the third quarter of 2002.
According to the report, the broadcaster has seen its share of viewing increase from 10.2% in the second quarter of 2002, to 10.4% in the third quarter of this year. In comparison, Channel Five, which recently lost its chief executive, Dawn Airey, to BSkyB (see Airey’s Departure Represents Coup For BSkyB), has seen its share dip by 0.1% points over the same period.
Last month Channel Five declared its desire to replace Channel 4 as the main commercial competitor to ITV (see Five Sets Its Sights On Toppling Channel 4). However, despite seeing its share rise by 0.6% points over the last twelve months, the channel has a long way to go before replacing Channel 4 as the main commercial competitor to ITV.
The figures from the IPA show that Channel 4 currently commands a 13.4% share of 16 to 34 year-old viewers, behind ITV1 with 20.9%, but significantly ahead of Channel Five with 5.8%. Channel 4’s share of ABC1s (14.9%) is also notably higher than Channel 5’s (5.0%), but someway behind ITV1’s (19.3%).
However, David Peters, broadcast planning director at Carat, refused to dismiss the possibility of Channel Five usurping Channel 4, saying: “The advantage that Channel 5 has is that it can be more popular in its approach. Channel 4’s remit can be a disadvantage and will ultimately limit its popularity.”
He added: “The issue is inevitably one of investment and Channel Five will need more money if its is to grow its share significantly.”
The report also brings bad news for ITV1, which has seen its share decline from 24.2% in the second quarter of 2002 to 23.6% in this quarter. BBC1 has also seen its share slip slightly, whilst BBC2 continues to do well, recording a 0.6% point increase in share during the third quarter of this year.
The popularity of non-terrestrial TV showed no sign of slowing between July and September, and according to the IPA, non-terrestrial channels increased their collective share of viewing by 1.3% points quarter on quarter to 22.6%.
Overall, viewing levels are much in line with the previous year, despite the switch to the new BARB panel (see BARB Presents New Research System). The recorded average daily hours of viewing for total television was 3.36 hours per day for the third quarter, which corresponds with viewing recorded under the old BARB panel.
IPA: 020 7235 7020 www.ipa.co.uk
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