TV viewing figures and shares are increasing

More people are watching television, according to the Institute of Practitioners in Advertising, with commercial TV’s share rising from 58.1 per cent in the third quarter 1997 to 59.5 this quarter.

The steady rise in commercial viewing – for the second quarter in a row – has come from all commercial television stations except ITV. The long-suffering channel’s all-time share has continued to decline, with 30.6 per cent of viewers watching ITV in the third quarter 1998, compared with 32.3 in the same period last year.

With a third quarter peak time share of 37.1, ITV will have to achieve a 38.9 per cent share in the fourth quarter if it is to bring this year’s average up to its published target of 38 per cent.

IPA figures also show that both BBC2 and Channel 4 have increased their shares this quarter, reducing those of ITV and BBC1 in the process, while Channel 5 continues to grow. For the second consecutive quarter, BBC1’s all-time share is below 30 per cent – falling to 28.6 per cent, compared with 30.2 per cent less than a year ago.

Recommended

Mustoe Merriman lands 8m HP Foods business

Marketing Week

HP Foods has appointed Mustoe Merriman Herring Levy to its 8m advertising account following a three-way pitch. The agency beat Partners BDDH and Banks Hoggins O’Shea to win the account which includes HP, Lea & Perrins and Amoy brands. Incumbent agency Young & Rubicam, which had handled the business for five years, did not repitch […]

AND THE BEST ARE…

Marketing Week

This month’s Poster Watch threw up a clear winner. Of the 300 people that were interviewed by Ipsos-RSL, 50 per cent recognised Energizer’s animated battery campaign from the debranded posters they were shown, and seven out of ten were favourably impressed by it. Barclaycard came second in terms of recognition with 45 per cent, just […]

Brief

Marketing Week

Bates Dorland has created a 17m Christmas press and television campaign for Woolworths, which breaks today. The ads feature various people receiving the precise gift that they want – ranging from a Teletubby toy to a cat-shaped biscuit jar. John Stubbings, Bates Dorland chief executive, says: ‘The role of the advertising is to make Woolworths […]

Comments

    Leave a comment