The latest IPA Trends in Television Viewing Report, covering the second quarter of 1996, contains evidence that the long term decline in total television viewing is over. Overall, the last three quarter results have recorded a marginal growth.
Average daily hours of viewing for all TV has increased from 3.38 last year to 3.39 in the second quarter of 1996. In terms of channel share, BBC2 showed the largest increase: up from 11.5% to 12.9%. BBC1 recorded a slight increase of 0.4% to 32.2% whilst the commercial stations showed a decrease; ITV was down 2.5% to 34.4% and C4 slid by 0.7% to 10.6%. Non-terrestrial television showed an increase in its share, up from 8.5% to 9.9%.
ITV had the highest percentage of 16-34 year old viewers (34.3% compared to BBC1’s 32.7%) whilst BBC1 had a higher proportion of ABC1s (36.2% compared to ITV’s 33.9%).
Channel Share By Demographics – Peak Time
ITV %
C4 %
Other %
BBC1 %
BBC2 %
All Individuals
37.8
9.1
7.8
33.5
11.7
All Adults
38.1
9
7.3
33.6
11.9
16-34
34.3
10.8
10.7
32.7
11.5
35-54
35.5
9.3
8.8
34.1
12.3
55+
42.3
7.8
4.1
33.8
12
ABC1
33.9
9.4
6.5
36.2
13.9
C2DE
41.1
8.7
7.9
31.8
10.5
Children
35.3
9.5
12.6
32.7
9.8
Of the top twenty programmes among all adults, ITV screened 11 and BBC1 9. The Trends Report is available on the IPA’s Website in the Media Village.
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