Agencies welcome new ITV schedule

Agencies have welcomed the changes to ITV’s peak-time schedule, as the first few days without News at Ten showed healthy viewing figures with nearly half the country tuning in on Monday evening.

Agencies have welcomed the changes to ITV’s peak-time schedule, as

the first few days without News at Ten showed healthy viewing figures

with nearly half the country tuning in on Monday evening.



The ITV Evening News with Trevor McDonald was the most watched news

programme of the night, with an audience of 7.3 million and a 33 per

cent share of viewing. BBC1’s Six O’Clock News attracted 6.5 million

viewers and a 32 per cent share.



The later news bulletin, ITV Nightly News at 11pm, attracted 3.1 million

viewers. News at Ten drew audiences of around seven million last

Monday.



Scrapping News At Ten allowed ITV to run Kavanagh QC - the legal drama

series starring John Thaw - from 9pm through to 10.30pm. The programme

achieved a 46 per cent audience share, with 10.3 million viewers tuning

in.



BBC1’s Nine O’Clock News had 4.9 million viewers and a 21 per cent

share, in line with the previous week.



David Cuff, the broadcast director of Initiative Media, watched the

entire ITV peak-time schedule and said the new look ’signals the

beginning of a more commercially unfettered ITV’.



According to Cuff, moving the news gives ITV more scheduling options

and, although many plans are still shrouded in secrecy, it seems to be

making more of the right sort of programmes.



Other ITV shows on Monday evening included Who Wants to be a

Millionnaire?, with 12 million viewers and a 46 per cent share, and a

new comedy series, The Grimleys, which ran at 10.30pm and attracted 5.9

million viewers.



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