Magazine article Marketing

Sky TV Holds Its Own in Battle for Audiences

Magazine article Marketing

Sky TV Holds Its Own in Battle for Audiences

Article excerpt

Sky TV holds its own in battle for audiences

Sky Television is beating BBC, and falling just short of ITV and Channel 4 in the battle for audiences in households receiving Astra satellite channels.

The first set of weekly audience figures produced by the Broadcasters' Audience Research Board (BARB) shows Sky Television's four-channel service attracting a 31% share of viewing in Astra households. This is just behind the combined ITV and Channel 4 total of 32.5%, and well ahead of a combined BBC figure of 24%.

Sky Movies and the station's general entertainment showcase Sky One account for the bulk of Sky viewing, with each station achieving higher viewing levels than BBC2 and Channel 4 combined.

Pop station MTV is achieving higher audience levels than BBC2, while Sky's Eurosport channel is clearly ahead of WH Smith's rival Screensport in attracting UK sports fans with its TV coverage.

Sky News is the only worry in the ratings performance of Rupert Murdoch's satellite TV operation. …

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