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
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
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
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
Media Forum, page 16.