ITV suffers youth ratings collapse in April

LONDON - ITV suffered one of its worst ever sets of youth rating figures in April. According to media sources, ITV suffered a 20% year-on-year decline in impacts among the key 16- to 34-year-old ad demographic between April 1 and April 24.

During the same period, ITV also saw its audience share among the same group decline by 18%.

ITV confirmed the figures and attributed the decline to the new series of 'Doctor Who' on BBC One and its own exceptional performance in the second week of April 2005, when 'Hell's Kitchen' proved popular with viewers in the 16- to 34-year-old bracket.

News of the dip coincides with a fall in ITV's share price. ITV's ad revenues are expected to be down by between 3% and 5% year on year in June, despite the Fifa World Cup. The TV market as a whole is expected to be down by between 5% and 8% in June.

A spokeswoman for ITV defended its performance in April by highlighting the popularity of its digital channels. She added that it had a slate of programmes aimed at 16- to 34-year-olds in the pipeline.

An insider at a rival broadcaster said the April dip was "bad news" for the TV industry as a whole and said ITV had suffered from not having scheduled "a big event like 'Hell's Kitchen' supported by extra 'Coronation Street'".

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,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 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.


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).