Only 8% Want News At Ten To Return

Only 8% of the population think ITV should be forced to bring back the News at Ten. Despite constant criticism from the government over its decision to move the News to a later slot, the ITV network has the backing of the UK population.

This is the finding of research by CIA Sensor which asked the opinion of 500 adults in the UK. In September 1998 32% of UK adults said they “would be annoyed if the News at Ten moved to a different time” (see BBC News Looks To Be Favourite After ITV Axes News At Ten). Over time this figure has declined and now, almost a year after the initial research, most of the audience has grown to like the changes. Only 16% say they are still annoyed at the change of slot.

The decline in the number of people who strongly oppose the move seem to be more common among younger audiences, however; 39% of people in the 65+ age group say that they still miss the News at Ten, compared to only 20% in the 15-24 age group.

CIA MediaLab: 0171 803 2000