Channel 4 makes post- peak impact
How wrong can Nick Manning be? “Buoyant ITV and BBC put competition on edge” (MW May 6)
The ITV ABC1 profile is not better than other commercial channels. Just take the standard peak definition for the past four weeks: 38 per cent of ITV’s audience was ABC1, 47 per cent of Channels 4’s audience was ABC1, a very significant nine per cent points difference. Have you also noticed that ITV’s peak share over the past four weeks shows no increase year on year?
Take post-peak, given the strength of Channel 4 at 11pm, (should standard peaktime definitions be changed now we have so many channels?) it is not surprising that when you look at impacts from 11pm, Channel 4 converts all adults to ABC1 adults at an index of 97, ITV only converts at 87.
As Nick says, the Channel 4 April share has been uplifted partly due to our recent successes like Geri Halliwell, Smack the Pony, Driven, Top Ten and so on.
This success will continue into the spring/summer with programmes like the dramas Love in the 21st Century and Stargate, and factuals such as Deals on Wheels, Equinox and Animal World. And let’s not forget the cricket.
Head of research