The latest survey from the IPA on Trends in Television Viewing for the second quarter 1993 shows that viewing levels are 2% lower than in the first half of 1992.
The share of this viewing taken by ITV has fallen to below 40% for the first time. The ITV share of viewing to commercial channels has fallen even more sharply, indicating a good performance from Channel 4. The profile of ITV viewing by age now mirrors the profile of all television viewing, as it has done for some time. The social class profile, however, continues to be relatively down market.
ITV SHARE OF ALL CHANNELS
QTR 1
QTR 2
QTR 3
QTR 4
FULL
%
%
%
%
YEAR
1991
–
–
42.4
42.4
@
1992
41.8
40.2
40.1
40.8
40.8
1993
40.9
39.8
ITV SHARE OF ALL COMMERCIAL CHANNELS
1989
82.8
81.7
82.1
84
82.7
1990
83.4
83.6
81.5
83
82.9
1991
81.9
81
81.3
81.3
@
1992
80.2
80.5
80.1
79.7
80.1
1993
78.7
77.8
@ No ave due to panel change
IPA 071 235 7020
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