Non-terrestrial channels account for more than one-fifth of British TV audience share for the first time, according to the Trends in Television report for the third quarter, released on Friday by the Institute of Practitioners in Advertising.

Such channels picked up 20.9% of viewers, up from 17.5% in Q3 2000. Terrestrial station Channel 5 also grew, up from 5.7% twelve months ago to 5.9%, though Channel 4 fell from 11% to 10.1%.

There was little to cheer about for leading commercial station ITV1, which saw its share fall to its lowest level, 25.2% (down year-on-year from 27.8%), tumbling below BBC1’s 26.8%. In the all-important peak period, ITV1 remained above BBC1 (31.3% compared with 28.2%), but recorded its lowest share ever in the survey.

“This is an extremely disappointing set of results for ITV,” said the IPA’s research director Lynne Robinson. “It’s hoped that they will be able to improve their performance in the all important final quarter.”

In addition, the report found that the average daily viewing time fell from 3.43 hours in Q3 2000 to 3.34.

News source: Institute of Practitioners in Advertising