ISBA has welcomed ITV’s new approach to performance targets, unveiled at its Annual Report on Monday (see ITV Presents Annual Report And Plans For Future). The channel has said that instead of focussing on peaktime audience share targets it will aim for two primary goals: maintaining share gap advantage over BBC1 and retaining its status as the most watched channel in digital homes. ITV also has three secondary targets: maintaining its supply of programmes delivering audiences of 5 million or more adults; improve its daytime share- currently at a deficit of 4.1 share points to BBC1 and to maintain delivery of the largest share of ABC1 and 16-34 audiences.
ISBA was particularly happy to hear of plans to improve daytime performance and confront the challenge of a more competitive BBC. “A viewer won from BBC1 by ITV is a viewer won by the commercial sector.” said Ian Twinn, ISBA’s director of public affairs.
Twinn also said, “There is an acceptance within ISBA that the ‘peaktime share’ target has become a hostage to fortune for ITV. These prescriptive targets proved impractical in a market of increasing competition. The five new performance criteria represent a more pragmatic approach by ITV to the challenges it faces, and we welcome the extent to which ITV had consulted advertisers in their preparation.”
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