Agencies admit that ITV’s ratings targets are more attainable

Advertisers and agencies have accepted ITV’s revision of its 2000 audience share targets grudgingly, labelling the new goals as less ambitious but more realistic.

Advertisers and agencies have accepted ITV’s revision of its 2000

audience share targets grudgingly, labelling the new goals as less

ambitious but more realistic.



ITV has admitted that its target of achieving 40 per cent of the

peak-time audience this year is unachievable. The channel has set new

targets that take account of the growth in digital television, which

continues to erode ITV’s share of viewing in multi-channel homes.



ITV is now promising advertisers that it will deliver a 38.5 per cent

share of the peaktime audience, 0.5 per cent less than its 1999

target.



But it claims that this is still 1 per cent above what it might achieve

given the uptake of digital. The channel is also pledging to boost its

profile of 16- to 34-year-old viewers by a further 1 per cent across the

year.



David Cuff, the broadcast director of Initiative Media, said the

revision is ’an admission that the original targets were

over-optimistic’. However, he said that the 2000 estimates for

multi-channel growth that ITV was using ’look a little high, which

suggests that the targets they are setting themselves are not overly

stretching’.



Since the original targets were set, the digital broadcasters, Sky

Digital and ONdigital, have given away digital set-top boxes, increasing

the number of multi-channel homes. However, digital penetration is still

not dramatically higher than forecast.



ITV has refused to make its programming available on the Sky Digital

platform.



Media Forum, page 16.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).