Television Viewing Round-Up – May 2005
There was no end in sight for the continuing decline in viewing share for the nation’s terrestrial television broadcasters during May, as negative growth across the board reflected the increasing uptake of multi-channel digital television.
All Viewing
Channel 4 saw the largest dip in share, shedding just over 1% points to 9.1% year on year, although the launch of Big Brother at the end of the month looks set to boost the broadcaster throughout June (see Big Brother Launches on a High But Falls Short Of Record).
Elsewhere, BBC1 suffered an 0.88% points dip over the same period, pushing its share in all homes to 23.73% but failing to knock the channel from the top spot amongst terrestrial broadcasters.
The screening of Dr Who is likely to have saved BBC1 from further decline, with the series proving hugely popular, regularly trouncing competition from all terrestrial rivals (see BBC Pins ITV In Saturday Wrestling Showdown).
Meanwhile, ITV1 saw its viewing share in all homes dip by 0.85% points to 21.9%. The broadcaster notched up some ratings highs throughout the month with Celebrity Love Island (see 5.7 Million Join ITV For Celebrity Love In), but these were not enough to fend off viewer decline, which some investors predict will dent ad revenues by 15 to 20% (see ITV Set For Downbeat AGM After Viewer Exodus).
Five also suffered during May, losing 0.53% points from its viewing share to sit at 6.55%. Rumours have circulated that United Business Media is preparing to offload its 35% stake in Five, with reports claiming that 65% stakeholder, RTL Group, is in line to purchase the remaining share for £200 million.
The Sunday Express claimed during May that the two groups had held talks over the deal, which could be completed by the end of this month, as UBM considers Five a non-core business (see UBM Considers Sell Off Of Stake In Five).
BBC2 saw the smallest decline in viewing share during May, shedding 0.28% points year on year to 9.35%. Elsewhere, ‘Other’ broadcasters saw their viewing share increase in all homes, adding a healthy 3.55% points to claim a total of 29.38%.
Digital Viewing
The BBC and ITV put in a stronger performance in digital homes during May, with BBC1 increasing its viewing share by 0.33% points year on year to 19.3%, maintaining its lead over the nation’s other terrestrial broadcasters, while BBC2 added 0.43% points over the same period to push its viewing share to a total of 6.73%.
ITV1 added a respectable 0.23% points to its viewing share over the same period, totaling 18.8% in digital homes during May.
However, Channel 4 and Five were less fortunate, seeing their audience shares decline by 0.58% points and 0.08% points respectively.
Channel 4 now commands a viewing share of 7.2% in digital homes, while Five sits at 5.25%.
‘Other’ channels continued to dominate digital homes in terms of viewing share, with a total of 42.78%, despite a slip of 0.25% points year on year during May.
Freeview Vs Sky
BBC1 remains the most watched channel via Freeview, with a viewing share of 25.3%. This slips to 16.5% in Sky homes, however, due to the increased competition from multi-channel operators.
Meanwhile, ITV1 commands a share of 21.98% in Freeview homes and 17.43% in Sky Homes.
BBC2 takes third place amongst Freeview-equipped households, with a share of 10.68%, while Channel 4 commands a share of 10.43%. The channels notch up viewing shares of 4.78% and 5.65% respectively in Sky homes.
Five continues to languish at the bottom of the table amongst terrestrial channels in Freeview homes, with a viewing share of 7.87%. In Sky homes the figure is lower still, owing to multi-channel competition, at 3.93%.
‘Other’ channels continue to perform well on both the Freeview and Sky Digital platforms, notching up a viewing share of 23.78% and 51.73% respectively.
BARB: www.barb.co.uk