Channel 5 is beating ITV in the race to attract a younger AB1
According to the latest Barb report, Channel 5 has fared better than ITV
in luring both the prized 16- to 24-year-old audience group, and male
The channel said the newcomers were attracted by its evening schedules
of movies such as The Rock and Braveheart, and the youth-friendly
programming it introduced in January.
Tanya O’Sullivan, business manager at Channel 5, confirmed that new
programmes such as Sex and Shopping, Driving Mum Crazy, Family
Confidences and Wild Wet and Windy had led to a host of advertisers
significantly increasing their adspend for the spring.
Clients like Red Bull, Universal Records, Nike and PlayStation are all
spending more with the channel compared with last year.
The latest figures taken from an audience profile report dated from the
start of the year recorded an 11 per cent increase in 16- to
24-year-olds viewers. This compares with a 9 per cent viewing increase
of 16- to 24-year-old viewers among ITV audiences for the same
A spokesperson for Channel 5 said the results are a clear indication
that the television channel is performing well in the sought-after AB
arena, despite the widely held opinion that its programming attracts a
more downmarket audience.
The ITV network contin-ues to dominate the over-55 sector.