Widely accepted as the most disloyal viewers of all the audiences, children have been treated to a bit of an explosion in choice in recent times. Taking a look at the competitive Saturday morning terrestrial television schedules, it would appear that the honours go jointly to BBC1 and ITV with Channel 4 and Channel 5 someway behind in the battle for the most viewers.
The most watched programme on Saturday morning is Live & Kicking which achieved an audience of 1.89 million and a children’s TVR of 9 (this beats ITV’s rival magazine programme SMTV://Live, which got 0.93 million viewers, by about 100%).
ITV performed better during GMTV’s transmission times, between 6 and 9:25am, when it reached its highest audience total of 1.69 million people for the programme Diggit. This beats BBC1’s most watched programme during that time period, New Adventures of Superman, by about 0.35 million people.
Over on the minority stations, Channel 4’s best offering is the imported American cartoon Bill & Ted’s Excellent Adventure which was watched by 0.2 million viewers. This is slightly less than Channel 5’s best, which is the repeat showings of The Incredible Hulk, gaining an audience of 0.22 million.
A glance at the Astra Panel weekly viewing summary sees that Fox Kids has an average weekly minutes and share of 5 & 0.4% compared to 33 minutes & 2.4% share for the Cartoon Network and 8 minutes & 0.6% share for the Disney Channel.
Reviewer: Simon Wright
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