ITV Needs Strong Autumn To Meet 39% Peak Share Target

ITV’s peak time share of viewing for 1999 currently stands at 38.8%, just below the Network’s target of 39% for the year, according to the third quarter Trends In Television report from the Institute of Practitioners in Advertising (IPA). In order to push up the average to meet the targets, ITV will need a strong performance from its autumn programme schedule, unveiled earlier in the year (see ITV Autumn 99 Schedule – The Bigger Picture).

However, the ITV Network has a sizeable 9.2% points lead over BBC1 in the peaktime, 1900-2230 timeslot. In terms of overall viewing share, Channel 4 is performing strongly with its share up by 0.5% points to 10.7% compared to Q1 this year. Channel 5’s share is up 1.0% points from the beginning of the year to 5.8%. Commercial television, including the non-terrestrial channels, now takes 61.7% of all TV viewing, according to the IPA figures. Of this BBC1 achieves 27.9% whilst ITV commands 30.5%.

The data also shows that of the top 20 programmes by Adults audience (for the four weeks ending 26 September 1999), 15 came from ITV, while the remaining five were BBC1 programmes. Of the top 20 shows by ABC1 Adults audience, over the same period, 13 were ITV programmes and 7 were from BBC1.

Institute of Practitioners in Advertising: 0171 235 7020