IPA’s Trends In Television Report Reveals Main Channels’ Decreasing Patronage

The Institute of Practitioners in Advertising (IPA) has released its first quarter Trends in Television for 2001. It reveals that while overall viewing figures are a little higher than the normal seasonal level, all the major channels achieved a lower patronage than in the same quarter last year. Channel 5 and the non-terrestrial channels, meanwhile, saw a year on year increase in patronage.

The report shows that BBC2 has managed to establish a lead over Channel 4 in terms of audience share, while the other channels’ shares saw little change compared with the preceding quarter. Demographic patterns also seem to be retaining the patterns across viewing seen for some time.

The IPA also details ITV’s performance compared to its stated performance objectives. The report for this quarter shows that ITV has maintained its overall share of the peak time audience for all individuals, but that its peak time performance amongst 16-34 year olds is continuing in its decline.

The full IPA Trends in Television report can be viewed at www.ipa.co.uk

IPA: 020 7235 7020 www.ipa.co.uk

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