Magazine article Marketing

ITV Slips beneath 30% Viewing Share

Magazine article Marketing

ITV Slips beneath 30% Viewing Share

Article excerpt

ITV's share of total TV viewing has slipped beneath 30% for the first time, according to the latest figures from the Institute of Practitioners in Advertising (IPA), as Channel 5's audience begins to rise.

According to the IPA's quarterly report, figures for weekly channel share for this quarter have shown ITV slip below the 30% Level for eight out of 13 weeks in quarter two (April to June 2000).

The only consolation for ITV executives and advertisers is that BBC1 has fared similarly. The channel's average share for the quarter was just under 27%,dipping to 25.5% in one week (ending April 21).

ITV and BBC1's loss looks to be the gain of Channel5 and non-terrestrial channels. The IPA's figure show C5, under chief executive David Elstein, reaching an average share of 6% for the first time, a target Elstein has set for this year.

The channel commanded a weekly channel share of 6% and above for seven out of 13 weeks,peakingata6. …

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