ITV scores peak time rise with new look

- ITV's new post News at Ten look has helped the channel beat its own audience targets, according to research from the Institute of Practitioners in Advertising.

- ITV's new post News at Ten look has helped the channel beat its own audience targets, according to research from the Institute of Practitioners in Advertising.

ITV achieved its best audience share since the first quarter of 1997, delivering 40.9 per cent of viewing to beat its target of 39 per cent. This puts it 11 per cent ahead of the BBC, which has now taken less than 30 per cent of viewing for 12 months.

The ITV first-quarter figures are thought to be particularly impressive as they only include one month of the revamped line-up that saw News at Ten replaced by bulletins at 6.30pm and 11pm.

Lynne Robinson, research director, at the IPA, said: "The impact of the new ITV schedules can clearly be seen in ITV's improved patronage and share. They have exceeded their annual peak time bench mark in the first quarter. There is no doubt that their performance has been boosted by the rescheduling of News at Ten."





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