ITV Outperforms Commercial Rivals In Q4 2002
ITV was the only commercial broadcaster to see its share of viewing increase during the fourth quarter of 2002, according to the IPA’s latest Trends In Television report.
Period on period analysis of BARB data shows that ITV’s share of viewing increased by 0.3% points to 23.9% in the three months to December 2002. Channel 4 proved less fortunate with its share declining by 0.9% points to 9.5% and Channel Five experienced a slight 0.1% drop during the same period.
The news will provide a boost to the UK’s largest commercial broadcaster, which has suffered at the hands of the ongoing advertising downturn. Figures show that ITV1 saw revenue fall by 0.8% year on year during 2002 to below the £1.7 billion mark (see Annual TV Market Round-Up 2002).
After recently extending its annual ratings lead over ITV1 (see BBC1 Extends Annual Ratings Lead Over ITV1), BBC1 saw its share of viewing increase by 0.9% points during the fourth quarter of 2002. BBC2 also enjoyed a successful period, with its share improving by 0.3% points to 11.6%.
Despite attracting more viewers than ITV1 during the Christmas week (see Multichannel Broadcasters Overtake ITV1 At Christmas), non terrestrial channels saw their combined share of viewing fall by 0.4% points period on period during the fourth quarter of 2002. However, cable, digital and satellite channels have enjoyed a sustained period of growth over the last few years.
ITV has been plagued by reports that its share of the advertising market could fall if marketers decide to reduce the amount of money they intend to spend on the Network this year (see Advertisers Cut ITV Spend Following Drop In Ratings). However, ITV1 managed to command the highest share of the lucrative 16-34 year-old market during the fourth quarter of 2002. The channel’s share of this audience topped 25%, beating BBC1 with 24.4%, Channel 4 with 11.6% and Channel Five with 6%.
According to the IPA, the recorded average daily hours of viewing for total television was 3.80 hours for the fourth quarter of last year. The full year average (3.54) is slightly depressed due to the low level recorded in the second quarter of 2002 (see IPA Trends In TV Report Reflects ITV’s World Cup Weakness).
IPA: 020 7235 7020 www.ipa.co.uk
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