Television Viewing Round-Up – September 2005
The nation’s terrestrial broadcasters put in a disappointing performance during September, with all but ITV and Channel 4 suffering a downturn in viewing share year on year.
Channel 4 managed to add 0.76% points in all homes, and 1.26% points in digital homes, while ITV posted an increase of 0.24% points in digital homes alone.
Other broadcasters continued to increase their audience share meanwhile, capitalising on the increasing proliferation of digital equipment in British homes.
All Viewing
Channel 4’s addition of 0.76% points to its share in all homes will buoy the broadcaster, especially in the face of declines by rival stations. The channel now commands an audience share of 10.02%.
BBC1 saw the largest downturn in all homes, shedding 1.8% points from its total audience share to total 22.5%. The decline was not enough to knock the broadcaster from the top spot amongst terrestrial channels in all homes, although its lead on rival ITV1 now stands at just 0.68% points. BBC2 also suffered decline, losing 0.98% points year on year to leave its audience share at 8.3%.
Meanwhile, ITV1’s decline of 0.86% points left the broadcaster with a total audience share of 21.82% in all homes. September saw ITV reportedly considering a shift for its late evening news in order to offer more entertainment focused, higher rating shows to boost audience share (see ITV Considers Shift For Late Evening News).
However, such a move would place ITV in breach of Ofcom’s current regulations which oblige the broadcaster to screen 30 minutes of news between 6:30 and 10:30, and would require approval from the watchdog.
Elsewhere, Five recorded the smallest decline of any terrestrial operator, dipping by 0.28% points to 6.34%.
Other broadcasters saw a sizable 3.18% point increase in audience share year on year during September, pushing total share to 31.06% in all homes.
Digital Viewing
ITV saw more impressive performance in digital homes, adding 0.24% points to its viewing share year on year in September. The broadcaster now commands a share of 18.56% in digital homes, trailing BBC1 by just 0.8% points.
ITV’s success was aided in September by the Corporation’s loss of 0.34% points from its principal channel’s share. BBC1 now commands a share of 18.64% of the UK’s digital audience, while BBC2 has dipped by 0.28% points in the same period to 5.78%.
Channel 4 saw an impressive 1.26% increase in share year on year, which now totals 7.88% in digital homes. September saw the broadcaster appoint Rufus Radcliffe as its new head of marketing, promoting him from his role as currently head of marketing for digital sister station, E4 (see E4 Marketing Chief Switches Roles To Main Channel).
Elsewhere, Five saw its audience share slip by 0.04% in digital homes during September, leaving the broadcaster with a share of 5.12%.
Other broadcasters continued to dominate in digital homes, due to the expanded choice and variety afforded to viewers. The sector currently commands a share of 44.08%, well ahead of terrestrial rivals despite a dip of 0.84% points year on year.
Freeview Vs Sky
BBC1 remained the leading terrestrial channel Freeview homes during September, with a share of 24.66%, but gave up its lead to ITV in Sky homes, with its share of 16.12% being pipped by ITV1’s 16.74%.
Other channels remain more popular than any terrestrial broadcaster across both platforms, however, owing to the increased choice and special interest content available.
Other broadcasters command a 52.9% share in Sky homes and 25.5% in Freeview, with the reduced share owing to their smaller number on the digital terrestrial platform.
NB: This month’s viewing round up is based on the average share for the 5 week period between 04/09/05 and 02/10/05.
BARB: www.barb.co.uk