IPA Unveils Q2 TV Trends

10 September 2002

Britain's Institute of Practitioners in Advertising on Monday unveiled its latest TV Trends Report covering the second quarter of 2002. It is based on the controversial viewing panel data from BARB (Broadcasters' Audience Research Board), currently the subject of virulent criticism from several quarters within the ad industry [WAMN: 09-Sep-02].

TV Trends mirrors the fall-off in ITV’s year-on-year viewing share, already reported by BARB. It also indicates that the rise and rise of non-terrestrial platforms has come to an abrupt halt.

The downward viewing trend is bucked by the state-owned BBC – which many now believe to be indistinguishable from the nation’s commercial channels save that it carries no ads. BBC1 in particular posted additional audience share, bolstered by its extensive World Cup soccer coverage.

Overall patronage figures continue to show a decline on the same period a year ago, although the IPA points out that that the two years were measured by different panels. But recorded average viewing for all TV at 3.47 hours daily remained stable during Q2, in line with historical levels as recorded by the previous panel.

Demographically, channel performances retain much the same characteristics as previously.

Data sourced from: Institute of Practitioners in Advertising (UK); additional content by WARC staff