Recent TV Trends Report

The Institute of Practitioners in Advertising in the UK has just published its Q3 2002 TV Trends Report which shows overall recorded viewing levels are much in line with the previous year despite the switch to the new BARB panel.

Within this, ITV continues to lose share whilst the non-terrestrial channels continue to grow. Channel 4 enjoyed a good quarter with a 10.4% share.

Demographically, channel performances retain much the same pattern as they have held for some time now. The recorded average daily hours of viewing for total television is 3.36 hours per day for the third quarter of 2002, which is in line with historical levels as recorded by the previous panel.

For most channels, recorded patronage levels are a little higher than a year ago, this is a reversal in long term trends but may well be an effect of moving from the old BARB panel to the new. As before, some data are shown from the previous panel to provide a context, but it should be noted that the introduction of the new BARB panel has led to a discontinuity in the viewing data produced and the two sets of data should not be subject to direct comparisons.

This is the third issue of IPA Trends in Television viewing since the start of the new BARB panel on the 1st January 2002.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.