TV Market Round-Up – October 2008
October was a bad month all round, with across the board falls in revenue intake. Worst hit was Channel 4, which saw its revenue fall by 12.1% year on year to stand at £55.17 million.
The next biggest fall was seen by the ITV1 Network, which went down to £118.7 million (10.3% on last year’s figures). ITV breakfast station GMTV saw its revenues fall by 6.6% year on year, standing at £5.81 million for October 2008.
Five saw its monthly revenue for October slip by 2.1% year on year, posting a revenue total of £27.7 million.
Total Satellite saw its revenue total decrease by 3.3% compared to October 2007, to stand at £96.12 million.
| Total Revenue | Oct 07 | Oct 08 | % Change |
| ITV1 | 132,400,000 | 118,700,000 | -10.3 |
| C4 | 62,790,000 | 55,170,000 | -12.1 |
| Five | 28,300,000 | 27,700,000 | -2.1 |
| GMTV | 6,220,000 | 5,810,000 | -6.6 |
| Total Terrestrial (inc. GMTV) | 229,710,000 | 207,380,000 | -9.7 |
| Total Satellite | 99,410,000 | 96,120,000 | -3.3 |
| 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 16.25% share of the network’s total revenue.
The next biggest share was for London weekday franchise area Carlton, at 14.74%. The 0.98 percentage points increase was the biggest year on year rise amongst ITV franchise areas.
Westcountry provided the smallest share of ITV1’s revenue, with 2.01% of the network’s total income.
| % Share of ITV Revenue by Franchise | Oct 07 | Oct 08 | % Point Change |
| Scotland | 6.65 | 6.63 | -0.02 |
| Anglia TV | 7.71 | 7.47 | -0.24 |
| Carlton | 13.76 | 14.74 | 0.98 |
| LWT | 11.91 | 12.05 | 0.14 |
| Central | 16.13 | 16.25 | 0.12 |
| North West/Border | 9.92 | 9.90 | -0.02 |
| Meridian | 12.05 | 11.76 | -0.29 |
| West Country | 2.03 | 2.01 | -0.02 |
| Ulster (UTV) | 3.03 | 2.88 | -0.15 |
| HTV | 6.19 | 6.01 | -0.18 |
| Yorkshire/North East | 10.63 | 10.30 | -0.33 |
Costs Per Thousand
Once again all of ITV1’s costs per thousands were cheaper amongst our featured audiences during October. The audience with the greatest year on year decrease was Women, down by 7.6% to cost £10.78.
Channel 4’s cost per thousands price also decreased across all our featured audiences. Men recorded the biggest reduction in price, down by 20.7% to cost £19.03
Five saw all of our featured audiences decrease in CPT price. The biggest CPT price fall came from ABC1 Adults, 18.75 cheaper when compared to October 2007.
| CPTs | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 6.74 | 17.98 | 10.78 | 10.09 | 52.38 | 18.46 |
| % Ch YoY | -6.1 | -3.6 | -7.6 | -7.3 | -4.5 | -4.5 |
| Channel 4 | 7.65 | 19.03 | 12.79 | 11.80 | 50.29 | 18.84 |
| % Ch YoY | -20.0 | -20.7 | -19.5 | -20.4 | -19.2 | -19.8 |
| Five | 5.59 | 13.79 | 9.40 | 8.42 | 40.61 | 16.80 |
| % Ch YoY | -12.7 | -11.0 | -13.9 | -12.5 | -8.1 | -18.5 |
Commercial Impacts
All of our featured audiences fell for ITV1 amongst commercial impacts. The audience that decreased the most year on year was Men, down 7% year on year.
Channel 4 saw an across the board upturn in commercial impacts during October 2008. The biggest rise came from the Men audience (up by 10.9% year on year).
Five also saw commercial impacts improve across all our featured audiences. The best performance came from ABC1 Adults, up by 20.1% on October 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 14.4% year on year.
| Impacts | Adults | Men | Women | Hwvs | Hwvs/Ch | ABC1 Adults |
| ITV1 | 20,718 | 7,768 | 12,950 | 13,834 | 2,666 | 7,566 |
| % Ch YoY | -4.5 | -7.0 | -2.9 | -3.3 | -6.1 | -6.2 |
| C4 | 8,486 | 3,411 | 5,075 | 5,500 | 1,291 | 3,446 |
| % Ch YoY | 9.8 | 10.9 | 9.1 | 10.4 | 8.7 | 9.6 |
| Five | 5,830 | 2,363 | 3,467 | 3,873 | 803 | 1,940 |
| % Ch YoY | 12.1 | 9.9 | 13.7 | 11.8 | 6.5 | 20.1 |
| Satellite | 31,427 | 14,645 | 16,782 | 18,377 | 5,741 | 13,405 |
| % Ch YoY | 29.7 | 32.0 | 27.7 | 30.7 | 24.6 | 31.1 |
| Total Broadcast | 67,963 | 28,600 | 39,363 | 42,693 | 10,778 | 26,952 |
| % Ch YoY | 12.7 | 13.9 | 11.8 | 12.8 | 11.2 | 14.4 |
BARB: www.barb.co.uk