ITV just hits Eyre’s target for peaktime share of viewers

ITV achieved a peaktime share of 38.2 per cent of viewers in the first quarter of this year – slightly above the 38 per cent target set by ITV chief Richard Eyre in January.

Eyre announced performance targets for the first time after several years of drift, declaring a target of 38 per cent peaktime share in 1998, rising to 39 per cent in 1999 and 40 per cent by 2000. Peaktime viewing is from 7pm to 10.30pm.

The Institute of Practitioners in Advertising is monitoring ITV’s peaktime share performance against its new targets. In its TV Trends report for the first quarter of 1998, it reveals that ITV is lagging in its percentage lead over the BBC, which is down from the 1997 level of 6.4 per cent – when ITV had a share of 38.8 per cent and the BBC had 32.4 per cent – to 5.9 per cent.

The report also shows that live, terrestrial’s share of total viewing was down as the share taken by the satellite and cable channels continues to grow.

Non-terrestrial channels’ share grew from 12.1 per cent in the last quarter of 1997 to 12.8 per cent. Channel 4 and Channel 5’s share stayed the same at 10.4 per cent and 3.5 per cent respectively.

Average daily TV viewing for the first quarter of this year was slightly down year on year, from 3.89 hours to 3.84 hours.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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