The strength of the BBC’s resurgence in drama programming has been illustrated by research from CIA MediaLab.
The channel’s programmes are preferred by 35 per cent of respondents. This compares with 29 per cent for ITV, 15 per cent for BBC2 and 11 per cent for Channel 4. The BBC’s drama ratings have improved dramatically this year having suffered against the likes of Cracker and Prime Suspect over the past two years.
But ITV has made strong in-roads with young viewers. Thirty-nine per cent of 25 to 34-year-olds prefer its dramas, while only 27 per cent chose BBC1’s. In the 45 to 54 age group BBC1 dominated, with 46 per cent of viewers compared to ITV’s 18 per cent.
“The fact that ITV’s drama programmes are particularly favoured by younger viewers should concern the BBC,” says Anthony Jones, head of CIA MediaLab. “Terrestrial channels desperately need to gain credibility with these viewers.”