Sky defeats BBC in CIA survey on viewers’ favourite sports channel

Sky Sports channels have replaced the BBC as the nation’s favourite sports channel, according to research from the CIA MediaLab’s latest Sensor survey.

The CIA MediaLab’s survey asked a representative sample of 500 adults which TV channel provides the best sports coverage.

The satellite channel came top of the survey with 32 per cent share, followed by BBC1 with 30 per cent. ITV rose to third, from fifth spot last year, with an 11 per cent share.

The listing reflects Sky’s continued dominance of Premier League football, international boxing, and its extensive coverage of rugby and cricket.

Last year, BBC1 topped the poll with 40 per cent; Sky’s sports channel came next with 28 per cent, and BBC2 with five per cent.

Head of CIA MediaLab Anthony Jones says: “This result has as much to do with BBC sport’s fall from grace as it has with Sky’s rise to the top of the league. The BBC has been badly hit by the loss of Formula One racing to ITV.”

But the BBC still attracts the highest percentage of ABC1 viewers. The network’s share of this audience is 35 per cent, Sky has 31 per cent, while ITV has seven per cent.

The CIA Group has bought Scandinavian media agency MarMedia Group.

The acquisition will cost the agency between 21.9m and 29.6m, depending on how many cash and share options are used.

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