TV Market Round-Up – August 2008
August was a similar month to July in the TV market, however, GMTV managed to improve its year on year revenue total among terrestrial channels. The ITV1 breakfast station posted a revenue increase of 4.3% compared to August 2007.
The biggest year on year decline came from ITV1 network, with revenues dipping by 6.8% to stand at £81.78 million for August 2008.
Channel 4 also recorded another year on year decrease in revenue income. The second biggest commercial station took in £45.41 million, 4% lower than 2007’s total. Five took in £18.59 million for the month (down 6.6%).
Total Satellite saw its overall revenue increase by 9.1% year on year, to stand at £71.11 million
| Total Revenue | Aug 07 | Aug 08 | % Change |
| ITV1 | 87,780,000 | 81,780,000 | -6.8 |
| C4 | 47,320,000 | 45,410,000 | -4.0 |
| Five | 19,910,000 | 18,590,000 | -6.6 |
| GMTV | 3,690,000 | 3,850,000 | 4.3 |
| Total Terrestrial (inc. GMTV) | 158,700,000 | 149,630,000 | -5.7 |
| Total Satellite | 65,190,000 | 71,110,000 | 9.1 |
| Source: Agency Estimates | |||
ITV Franchises
According to our agency estimates, Central hangs onto its position as the greatest share provider of ITV1 revenue. The Midland franchise area took 15.85% share of the network’s total revenue, with the next best share London weekday franchise area Carlton (with 14.48%).
Westcountry saw the best year on year increase among the ITV franchises, rising by 1.5 percentage points on August 2007. The second best performance came from London weekend franchise LWT, up by 1.33 percentage points.
Ulster provided the smallest share of ITV1’s revenue, with 2.82% of the network’s total income.
Costs Per Thousand
All of ITV1’s cost per thousands were cheaper among our featured audiences during August. The audience with the greatest year on year decrease was ABC1 Adults, down by 9.3% to cost £15.32.
Channel 4’s cost per thousands price decreased for all but one of our featured audiences, with only Men costing more than in August 2007 (up 1.4% at £18.06). Similar to ITV1, ABC1 Adults recorded the biggest reduction in price, down by 3.8% to cost £15.98.
Five saw all of our featured audiences decrease in CPT price. The biggest CPT price fall came from Housewives with Children, 12.6% cheaper when compared to August 2007.
| CPTs | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 5.47 | 14.17 | 8.90 | 8.28 | 51.15 | 15.32 |
| % Ch YoY | -6.5 | -8.7 | -5.2 | -4.4 | -5.0 | -9.3 |
| Channel 4 | 6.80 | 18.06 | 10.91 | 10.51 | 35.79 | 15.98 |
| % Ch YoY | -1.3 | 1.4 | -2.9 | -1.2 | -2.6 | -3.8 |
| Five | 4.29 | 10.70 | 7.15 | 6.40 | 33.09 | 12.42 |
| % Ch YoY | -7.2 | -6.1 | -7.9 | -6.2 | -12.6 | -12.0 |
Commercial Impacts
All but two of our featured audiences fell for ITV1 among commercial impacts. The two audiences that increased their year on year totals were Men and ABC1 Adults, up 2.1% and 2.7% respectively.
Channel 4 had across the board slump in commercial impacts during August 2008, the biggest fall coming from Men (down by 7.3% year on year).
Five only had one audience failing to record a year on year increase; Housewives was down marginally by 0.1%. The best performance was seen from ABC1 Adults, with the channel improving by 7.6% for that audience.
All of our featured audiences managed to improve on the previous year’s figures for Total Broadcast. Best performance came from ABC1 Adults, up 9% year on year.
| Impacts | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 17,594 | 6,788 | 10,806 | 11,618 | 1,881 | 6,282 |
| % Ch YoY | -0.3 | 2.1 | -1.7 | -2.5 | -2.0 | 2.7 |
| C4 | 7,857 | 2,959 | 4,898 | 5,083 | 1,493 | 3,343 |
| % Ch YoY | -4.6 | -7.3 | -2.9 | -4.6 | -3.5 | -2.2 |
| Five | 5,102 | 2,044 | 3,059 | 3,416 | 661 | 1,761 |
| % Ch YoY | 1.0 | 0.3 | 1.5 | -0.1 | 7.1 | 7.6 |
| Satellite | 29,414 | 13,687 | 15,726 | 17,050 | 5,108 | 12,603 |
| % Ch YoY | 14.6 | 14.3 | 14.9 | 16.0 | 11.6 | 17.1 |
| Total Broadcast | 61,290 | 25,898 | 35,393 | 38,111 | 9,327 | 24,473 |
| % Ch YoY | 5.6 | 6.6 | 4.9 | 4.7 | 4.7 | 9.0 |
BARB: www.barb.co.uk