Election coverage watched by almost ten million

LONDON - Election coverage drew in a total of 9.6 million viewers across BBC One, ITV1, Sky News and Channel 4 between 10pm and 12am last night, according to unofficial overnight figures.

Big Ben: BBC election projection
Big Ben: BBC election projection

BBC One's footage of the first election results drew the largest number of viewers, with an average of 5.3 million watched the election night show on BBC One or BBC HD between 10pm and 12am, a 28.7% share of the audience.

An average of 2.9 million viewers watched either BBC One or BBC HD between midnight and 2am, a 37.1% share of the available audience. The ratings for the overnight footage across all TV channels will be recorded in today's overnights.

Channel 4's election show, 'Channel 4's Alternative Election', had an average of 1.7 million viewers between 9pm and 1am, a 9.9% share of the TV watching audience. Between 10pm and 12am Channel 4 had an average of 1.9 million viewers.

The Channel 4 show was a satirical take on the results as they came in and had the highest proportion of 16-34s of any of the main terrestrial channels. It beat both ITV1 and Sky News in audience size between 10pm and midnight.

Between 10pm and 12am an average of 1.7 million viewers watched ITV1's show 'Election 2010' and an average of 762,500 viewers watched ITV1 between 12am and 2am.

Sky News's election coverage show ‘'ecision Time: The Result' had an average of 550,000 viewers between 9pm and 1am. Between 10pm and 12am Sky News had an average 400,350 viewers and 274,600 watched Sky News between 12am and 2am.

A number of media owners staged experiential stunts to mark the General Election. The BBC projected graphics onto Big Ben as part of its coverage and Sky broadcast onto Battersea power station.

Trinity Mirror's national paper the Daily Mirror projected an image of the Mirror Chicken on the Houses of Parliament and Channel 4 used a 425,000 square foot helicopter banner from Embrace Media to promote its Alternative Election to people in London.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

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).