TV Market Round-Up – August 2005

Channel 4 saw revenues increase dramatically during August, with a 9% increase year on year pushing the broadcaster’s total to £47 million.

Next month sees Channel 4 launch its second digital entertainment channel, with More4 offering viewers access to current affairs, documentary and drama, cheekily billed as an “adult entertainment” offering (see October Launch To Bring More4 To The Masses).

The new station’s launch, which will go ahead on all digital platforms on 10 October, was masterminded by Rufus Radcliffe, who has since been promoted to head of marketing for Channel 4’s main channel (see E4 Marketing Chief Switches Roles To Main Channel).

Five also saw a revenue rise year on year, as an upturn of 1.7% pushed the broadcaster’s total to £19.73 million. August saw the broadcaster axe one of its longest running shows, as soap opera Family Affairs came to the end of its “natural lifespan”.

The show’s production company, talkbackTHAMES, pledged to “try something new”, hinting that Five’s afternoon schedules may soon be given a boost from new programming (see Five Axes Family Affairs).

Elsewhere both ITV and GMTV saw their revenues slip year on year, with declines of 1.4% and 6.8% respectively.

However, ITV is in the process of expanding its digital channel portfolio, with the launch of its new male-focused channel, ITV4, set for 1 November, and the promise of a dedicated children’s TV channel by February 2006 (see ITV To Launch Children’s Channel Within Six Months).

Meanwhile, satellite broadcasters continued to see their revenues increase during August, adding an impressive 20.8% year on year to total £53.39 million.

ITV Franchises

August saw little significant change in ITV’s regional revenue distribution, as the Carlton and Central regions continued to contribute the largest share of the broadcaster’s income.

The Carlton and Scotland regions saw the largest increases in revenue share, rising by 5% points year on year, while the Anglia, Central and North West/Border regions each saw a decline of 0.3% points.

Costs Per Thousand

Five saw costs per thousand dip across the board during August, with year on year declines evident in all audiences. The broadcaster’s largest decline, of 24.2% year on year, was made in its Women audience, while dips of 21.6% and 21.8% were made in its Adults and Housewives with Children audiences.

Channel 4 also saw declines in cost per thousand during August, with all audiences except for Women, which rose by 2% year on year, facing decline. Channel 4’s Men audience saw the largest dip in costs per thousand, with a reduction of 19.3% year on year.

Meanwhile, ITV saw an increase of 11.2% year on year for its housewives with children audience, but recorded declines of 1% and 5.1% respectively within the Adults and Men demographics.

Commercial Impacts

Channel 4 and Five saw increases in commercial impacts across the board during August, with particularly high growth in the Men and Housewives audiences.

Channel 4 saw an increase of 35.4% year on year in its Men audience, while Five saw a rise of 27.1% for the same demographic. Five’s Housewives audience also rose by 27.1, while its Adults and ABC1 Adults audiences increased by an impressive 25.8% year on year.

ITV saw less positive figures during August, with the broadcaster suffering an 11.3% downturn in its Housewives audience, while Women also dipped by 3% year on year. The broadcaster’s only year on year growth was achieved in the Men category, with a rise of 3.8%

BARB: www.barb.co.uk