TV Market Round-Up July 2003

The increasing power of satellite TV channels stemmed the continuing decline of terrestrial TV revenues in July, with total satellite revenues increasing 20.6% year on year.

However, the increasing strength of satellite channels may be further eroding the diminishing market share of terrestrial channels, which saw total revenues decline by 4.8% year on year.

The biggest year on year declines were seen at ITV1, which declined 6.8% year on year. The broadcaster is nonetheless hoping the new series of Pop Idol, which secured a groundbreaking £6 million sponsorship deal with Nestle, will provide the channel with the mass audiences craved by advertisers. However, The BBC’s decision to schedule the latest series of Fame Academy directly against Pop Idol has caused more than a few raised eyebrows amongst disgruntled advertisers.

Channel 4 was also seen under pressure in July, despite the relative success of the fourth series of Big Brother. Although the series failed to provide the action and audiences of the last series, audiences were still above average. However, the channel still experienced a 2.9% year on year decline in audiences.

One bright spot in the terrestrial TV market was provided by Channel Five, which saw revenues increase 2.7% year on year. The channel has recently acquired the rights to a number of high profile popular US series including the cult-favourite Dawson’s Creek.

ITV Franchises

July was another mixed month for the ITV franchises. The lucrative London region, Carlton, experienced the biggest decline in the sector, falling 0.64% year on year. On a brighter note the LWT region, which has suffered from gradual declines witnessed a slight uptick, rising 0.3% year on year. The North West/Border region also experienced a solid year on year increase, rising 0.44%.

Costs Per Thousand

Costs Per Thousands declined across the board, with the exception of Channel 4 which experienced solid gains, in July.

ITV1 experienced its biggest decline in the Housewives with Children category, which fell 12.1% year on year. This was closely followed by the Housewives category which fell 10.2% year on year.

In contrast Channel 4 experienced its biggest increase in the Housewives with Children category, which rose 22.5% year on year. The channel also experienced solid increases in the Men category, which rose 20.4% year on year.

There were declines across the board but it experienced its biggest drop in the lucrative ABC1 adult market, which declined 10.4% year on year.

Commercial Impacts

Satellite channels saw commercial impacts rise across the board in July, reflecting the increasing importance of non-terrestrial channels in the television marketplace. They experienced their biggest increase amongst the Men category, which rose 27.5% year on year. Channel Five also experienced increases in commercial impacts across all sectors, with the biggest rise amongst ABC1 adults which rose 14.6% year on year.

Meanwhile, over at Channel 4 it was a different picture altogether with declines in commercial impacts across the board. The biggest falls were seen in the housewives with children category, which fell 20.7% year on year.

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