ITV Children’s Share Up

ITV has increased its share of children’s audience in satellite homes, despite the September launch of The Cartoon Network and Nickelodeon, according to David Brennan and Dawn Airey, speaking at the Programming For The Children’s Market conference in London.

BARB figures show that ITV’s share of the children’s audience in Astra homes grew from 22.3% in the week commencing Sunday 29 August to 30% by the week commencing 17 October.

In addition the ITV weekday slot has increased its audience share from 48% in 1992 (BBC had 39%) to 49% in Autumn 1993 , with the BBC down to 37%. Research revealed today by ITV shows that children prefer the new-style CITV which has no presenter.

Richard Emery, ITV’s director of Market Strategy commented: “ITV spent £37m on original programmes for children in just six months this year. We intend to maintain our lead over other channels by continuing this investment to produce a diverse, high quality children’s schedule.”