Britain’s ITV Continues to Lose Share, Reports IPA Study

18 November 2002

The Institute of Practitioners in Advertising today (Monday) publishes its TV Trends Report for Q3 2002, which shows overall recorded viewing levels much in line with the previous year despite the switch in January. to a new BARB (Broadcasters’ Audience Research Board) panel and different methodology.

ITV, however, is still losing share to the non-terrestrial channels which continue to grow while 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.

The latest Trends in Television charts are available as a .pdf file here.

Data sourced from: IPA Online (UK); additional content by WARC staff