ITV viewing figures dive to new record low

ITV hit a ratings nadir in April when it took its lowest monthly share of audience viewing for six years.

ITV achieved a share of 34.2 per cent of all individuals in April, its lowest since the start of the Nineties.

Agencies are worried that this bodes ill for the coming July when ITV traditionally does poorly. And this year the BBC has the Olympics.

The share fell below any of the low months during 1995 which, along with high advertising demand, prompted concerns about airtime inflation. Last year, ITV’s lowest share of individuals viewing was in December – at 35.1 per cent – when it traditionally does poorly against the BBC’s Christmas schedule.

ITV’s share of the ABC1 audience during April was its worst to date, falling to 30.8 per cent. Channel 4 recovered share in that month after a poor March – when it fell to 10.1 per cent – to hit 10.8 per cent.

BBC2 and satellite and cable all benefited from ITV’s decline, with BBC2 hitting one of its highest shares over the past three years and satellite and cable beating ten per cent for the first time.

“BBC2 seems to be weathering the challenge from satellite and cable,” says Bill Barker, broadcast director of J Walter Thompson. “Cable and satellite will overtake C4 as the second biggest supplier of commercial impacts – viewers watching ads – within 18 months.”