ITV2 Turns Up Heat On Competition During May

ITV2 achieved its highest ever monthly audience share in May to become the second most popular non-terrestrial channel behind Sky One.

The latest data shows that ITV2 took a 2.16% share of all viewing in multi-channel homes last month, overtaking E4, UK Gold and the recently launched BBC3 to cement its position as one of the most watched digital channels.

ITV2 also performed strongly in Freeview homes and took advantage of the absence of Sky One on the platform to gain a 7.24% share of all viewing. This placed it just behind Channel 4, with 8.18% and Five, with 8.97% of the available digital terrestrial audience.

The spin-off entertainment channel was boosted by its rolling coverage of I’m A Celebrity Get Me Out Of Here, as well as the success of Champions League football and extension shows around The British Soap Awards 2003.

ITV2’s head of programmes, Daniela Neumann, said: “We’ve brought together a great mix of high-profile entertainment shows and used these as a launch pad for our new commission Office Monkey and acquisition I’m A Celebrity USA, which worked extremely well. With our autumn line-up looking just as strong, these are very exciting times for the channel.”

ITV2 looks set to benefit from the increasing popularity of Freeview, which is helping to tempt previously sceptical viewers to make the switch to digital TV. The latest research from The BBC and Dixons shows that digital terrestrial service is now available in as many as 1.6 million households (see Freeview Convinces Sceptics To Join Digital Revolution).

ITV: 020 7843 8000 www.itv.com

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