TV Market Round-Up – December 2008
December was a difficult month for terrestrial stations, with all channels recording a year on year decrease in commercial revenue. The worst affected was ITV1 network, which saw revenue fall by 19.5% compared to December 2007, to stand at £88.52 million.
The next biggest fall was seen by Channel 4, with a year on year decline of 6.2%. The channel is currently locked in business discussions with BBC Worldwide in a bid to secure long term funding (see BBC Worldwide and C4 join forces).
Five, the other broadcaster that Channel 4 is rumoured to be involved in business discussions with (see Lord Carter: C4/Five tie-up is still possible), reported a 6.1% year on year decline in revenue.
Total Satellite continued to buck the trend, seeing its revenue total increase by 6.3% compared to December 2007, to stand at £76.45 million.
| Total Revenue | Dec 07 | Dec 08 | % Change |
| ITV1 | 109,940,000 | 88,520,000 | -19.5 |
| C4 | 48,820,000 | 45,800,000 | -6.2 |
| Five | 22,110,000 | 20,760,000 | -6.1 |
| GMTV | 4,270,000 | 4,060,000 | -4.9 |
| Total Terrestrial (inc. GMTV) | 185,140,000 | 159,140,000 | -14.0 |
| Total Satellite | 71,900,000 | 76,450,000 | 6.3 |
| Source: Agency Estimates | |||
ITV Franchises
According to our agency estimates, Central retains its position as the greatest share provider of ITV1 revenue. The Midland franchise area took a 16.24% share of the network’s total revenue.
The next biggest share was for London weekday franchise area Carlton, at 13.69%. This was despite recording a year on year percentage point decrease of 0.68.
Westcountry provided the smallest share of ITV1’s revenue, with 2% of the network’s total income, unchanged from December 2007.
| % Share of ITV Revenue by Franchise | Dec 07 | Dec 08 | % Point Change |
| Scotland | 6.69 | 6.73 | 0.04 |
| Anglia TV | 7.38 | 7.35 | -0.03 |
| Carlton | 14.37 | 13.69 | -0.68 |
| LWT | 12.46 | 12.78 | 0.32 |
| Central | 16.34 | 16.24 | -0.10 |
| North West/Border | 10.02 | 10.22 | 0.20 |
| Meridian | 11.34 | 11.22 | -0.12 |
| West Country | 2.00 | 2.00 | 0.00 |
| Ulster (UTV) | 3.16 | 3.50 | 0.34 |
| HTV | 6.07 | 6.00 | -0.07 |
| Yorkshire/North East | 10.18 | 10.27 | 0.09 |
Costs Per Thousand
Once again all of ITV1’s costs per thousands were cheaper amongst our featured audiences during December. The audience with the greatest year on year decrease was Housewives with Children, down by 21.9% to cost £36.16.
Channel 4’s cost per thousands price also decreased across all our featured audiences. Housewives recorded the biggest reduction in price, down by 8.2% to cost £9.05.
Five saw all of our featured audiences decrease in CPT price. The biggest CPT price fall came from ABC1 Adults, 13.8% cheaper when compared to December 2007.
| CPTs | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 4.89 | 13.10 | 7.81 | 7.42 | 36.16 | 13.13 |
| % Ch YoY | -19.1 | -16.3 | -20.9 | -20.5 | -21.9 | -20.2 |
| Channel 4 | 5.80 | 13.88 | 9.96 | 9.05 | 40.36 | 13.68 |
| % Ch YoY | -5.9 | -5.7 | -6.0 | -8.2 | -5.1 | -7.3 |
| Five | 4.30 | 9.95 | 7.59 | 6.62 | 31.92 | 12.59 |
| % Ch YoY | -9.7 | -9.6 | -9.7 | -9.9 | -13.6 | -13.8 |
Commercial Impacts
All but two of our featured audiences increased for ITV1 among commercial impacts. The audience with the largest year on year increase was Housewives with Children, up 3.1% year on year.
Channel 4 saw an across the board downturn in commercial impacts during December 2008, with the exception of Housewives, which managed to increase by 2.2% year on year.
Five saw commercial impacts improve across all our featured audiences. The best performance came from ABC1 Adults, up by 8.9% on December 2007.
All of our featured audiences managed to improve on the previous year’s figures for Total Broadcast. The best performance came from ABC1 Adults, up 8.7% year on year.
| Impacts | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 21,282 | 7,950 | 13,332 | 14,044 | 2,880 | 7,931 |
| % Ch YoY | -0.4 | -3.9 | 1.7 | 1.3 | 3.1 | 0.8 |
| C4 | 9,295 | 3,882 | 5,413 | 5,952 | 1,335 | 3,939 |
| % Ch YoY | -0.3 | -0.5 | -0.2 | 2.2 | -1.2 | 1.2 |
| Five | 5,674 | 2,455 | 3,219 | 3,689 | 765 | 1,940 |
| % Ch YoY | 3.9 | 3.8 | 4.0 | 4.2 | 8.7 | 8.9 |
| Satellite | 35,533 | 17,112 | 18,420 | 20,500 | 6,154 | 15,547 |
| % Ch YoY | 13.1 | 11.8 | 14.4 | 17.2 | 11.4 | 14.7 |
| Total Broadcast | 30,006 | 73,428 | 11,444 | 31,891 | 41,536 | 45,389 |
| % Ch YoY | 8.7 | 6.4 | 7.2 | 5.3 | 7.3 | 8.7 |
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