The UK’s Institute of Practitioners in Advertising on Wednesday unveiled its latest TV Trends Report, covering the year’s first quarter.

This suggests the decline in ITV viewing, evident in the early part of last year, has now been arrested. The report also reveals that although BBC1’s share averaged a little below that of Q4 2002, it has shown clear growth on a week-by-week basis during the quarter.

And by the end of the latest period under review, the growth of non-terrestrial channels has lifted their viewing share to almost one-quarter of the market.

Overall, viewing grew in Q1 2003 to an average of almost four hours per day, the highest level for some years. Demographically, channel performances retain much the same pattern they have held for some time now.

In comparing the latest data with Q1 2002, cautions the IPA, it must be remembered that the latter conicided with the launch of the new BARB (Broadcasters' Audience Research Board) panel, when the viewing levels recorded may have been artificially low.

The full report data can be view by clicking here.

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