Commercial TV audiences rise…

Commercial TV audiences have seen their biggest rise in four years thanks to growth from cable and satellite homes.

Adult commercial viewing has increased by one per cent in the first quarter of 1996 compared with the same period last year. This growth has been accounted for by a 30 per cent increase in commercial impacts – viewers of advertising – on cable and satellite.

ABC1 commercial impacts increased by five per cent during the period, driven by a 35 per cent rise in ABC1 viewers for cable and satellite channels. Total commercial viewing by 16 to 34-year-olds held steady but increased by 35 per cent on cable and satellite channels.

“Satellite and cable have helped commercial TV to buck the recent trend of decline,” says Simon Cox, broadcast director of CIA Medianetwork. “This growth has considerable significance for how TV airtime is being bought. If advertisers are not using cable and satellite TV they are limiting the coverage available to them and they are probably paying a higher price for their advertising.”

ITV commercial impacts fell last year, causing a furore about airtime inflation. This year, Channel 4’s audiences declined during the first quarter.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here