ITV’s Viewing Share Challenge
“Refreshment, renewal and reality,” promised ITV’s director of programmes, David Liddiment, as he unveiled the broadcaster’s Autumn programme schedule last week. “Could do more,” was the reaction of one ad agency TV buyer.
The main concern for ITV is that the new schedule draws in enough viewers to meet the peak-time viewing share target of 38% for 1998, set by ITV chief executive, Richard Eyre, at the beginning of the year. Eyre’s ultimate vision is to increase this peak-time share in the face of increasing cable and satellite viewing and the emergence of digital television. After joining ITV in summer last year, he has targeted peak-time viewing share of 39% in 1999 and 40% in 2000.
| BARB Monthly Viewing Figures – Individuals | ||||||
| Viewing Share (%) | ||||||
| Month | BBC1 | BBC2 | ITV | C4/S4C | C5 | Others |
| Jun 98 | 30.1 | 10.4 | 34.6 | 9.8 | 4.0 | 11.2 |
| May 98 | 28.1 | 11.9 | 32.2 | 10.2 | 4.1 | 13.5 |
| Apr 98 | 29.0 | 12.6 | 31.0 | 10.0 | 4.1 | 13.3 |
| Mar 98 | 29.7 | 10.2 | 32.6 | 10.4 | 3.9 | 13.1 |
| Feb 98 | 29.7 | 11.0 | 32.0 | 10.5 | 3.4 | 13.3 |
| Jan 98 | 31.4 | 10.8 | 32.3 | 10.2 | 3.3 | 12.0 |
Overall, ITV’s share of viewing is holding at around 32%; BBC 1 is below this at just under 30%, which will please the commercial broadcaster. However, when you consider that ITV’s share has fallen from 50% in 1982 (prior to channels 4 and 5 and cable/satellite) to the 32% it has now, it is clear that ITV has its work cut out for it.
Source: BARB
The ITV Autumn schedule relies quite heavily on big names and factual and drama programmes, with few blockbuster films. One TV buyer was concerned that there is little to attract ‘light viewers’. The BBC’s Autumn programming, revealed this week, includes an adaptation of Vanity Fair and a new sitcom featuring Victoria Wood. Good sitcoms have been a problem for ITV recently, and one which the ‘flagship’ Babes In The Wood series seems unlikely to redress.
Advertising revenue, however, is looking fairly healthy according to MediaTel and agency estimates. With the exception of June, when a number of advertisers moved their campaigns away from the World Cup anticipating a reduced female audience, ITV’s revenue figures have been increasing or remaining steady year on year.
| Network Revenue Figures | |||||
| Franchise Area | Month | Revenue (£) | Year On Year % Change | ||
| Network | Jun 98 | 131,040,000 | Jun 97 | 140,200,000 | -7.0 |
| ITV Breakfast [GMTV] | 4,800,000 | 6,200,000 | -29.2 | ||
| Network | May 98 | 177,100,000 | May 97 | 148,810,000 | 16.0 |
| ITV Breakfast [GMTV] | 6,100,000 | 6,770,000 | -11.0 | ||
| Network | Apr 98 | 165,570,000 | Apr 97 | 145,510,000 | 12.1 |
| ITV Breakfast [GMTV] | 5,970,000 | 6,120,000 | -2.5 | ||
| Network | Mar 98 | 138,640,000 | Mar 97 | 148,070,000 | -6.8 |
| ITV Breakfast [GMTV] | 5,500,000 | 6,400,000 | -16.4 | ||
| Network | Feb 98 | 120,830,000 | Feb 97 | 121,810,000 | -0.8 |
| ITV Breakfast [GMTV] | 4,870,000 | 5,400,000 | -10.9 | ||
| Network | Jan 98 | 130,210,000 | Jan 97 | 128,150,000 | 1.6 |
| ITV Breakfast [GMTV] | 4,800,000 | 5,550,000 | -15.6 | ||
| Source: MediaTel/Agency Estimates | |||||
Money, however, will have to be translated into quality programmes if ITV is to beat off competition from the likes of Sky and other new pay-TV channels as well as BBC1, in order to achieve its viewing share targets over the next two years.