Satellite And Cable Driving TV Growth

The total television audience available to advertisers is increasing again, according to analysis of BARB by CIA Medianetwork. Satellite and cable TV, led by BSkyB, drove this growth in the first three months of 1996 with a 30% increase year-on-year in all adult viewing and a 35% increase in both the key ABC1 adult and 16-34 year-old demographics.

Despite satellite/cable being in only 21% of homes, its audience growth was enough to offset ITV’s and Channel 4’s losses and lift all adult viewing to commercial TV by 1%, grow ABC1 adults by 5% and hold 16-34 year-olds steady at the same level as previously.

Share Of Commercial Impacts All Adults (%)

CIA Medianetwork, the UK’s second largest independent media buyer which spends over £140 million on TV annually, believes that big advertisers tied into large commitments with ITV and C4 might be missing the immediate benefits of satellite/cable.

Non-terrestrial TV has had a strong start to 1996, outstripping the growth to be expected from the 20% increase in homes receiving satellite/cable in the year to March 1996. Factors which helped this growth include the X-Files with an average audience of over 1.2 million and movies such as The Mask which hit 1.96 million on one showing. Other channels growing year-on-year included: UK Living, VH-1 and Cartoon Network. On terrestrial TV the success story was GMTV which saw all adult commercial impacts rise by 9%.

Simon Cox, Broadcast Director at CIA Medianetwork, said: “With the possible exception of GMTV, I believe satellite/cable will be the only sector this year where commercial viewing growth outstrips advertising revenue growth. Advertisers who right now are not thinking about how to exploit current satellite/cable growth should be asking searching questions of their advisors.”

CIA Medianetwork: 0171 633 9999