TV Round-Up – August 1998

Agency estimates for August 1998 put total terrestrial TV (including GMTV) ad revenue at £166.98 million. Year on year, ITV, Channel 4 and Channel 5 show increases in revenue and GMTV continues to lose advertising income.

TV’s Adults impacts were down year on year for August, by 1.6%; ITV lost impacts in the Housewives and Women audience categories. Men and Housewives/Children, however, both saw increases in impacts for August. Channel 4’s impacts were up for all audiences; Channel 5 continues to become more effective for advertisers with impacts increasing across the board.

On ITV costs were up for all audience categories during August, Women being the most expensive to reach. Channel 5 continues to become cheaper with Adults CPTs down by 14.6%.

ITV’s share of viewing dipped a little this month, compared to the same time last year – down 2.7% points. However, BBC1 also lost a little share, and is still behind ITV. Channels 2, 4 and 5, however, all improved along with the constant rise in share for cable/satellite.

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