- The two mass-market terrestrial TV channels, ITV and BBC1, turned in disappointing performances in the second quarter of the year according to the Institute of Practitioners in Advertising's Trends In Television report.
The report, which analyses TV viewing, found that ITV's performance has slipped back after a high point in the first quarter following the rescheduling of News At Ten.
Whilst its share of total daily viewing reached 32-33 per cent during some weeks of May, ITV's share was below 30 per cent for six of the 13 weeks in the second quarter. The percentage of the population who tuned into ITV was also at a low, falling to 87.6 per cent in April, the lowest recorded patronage for the channel since 1996.
ITV's peaktime share also slipped, down to 37.5 per cent from 40.9 per cent in the first quarter and well below the 39 per cent target that the ITV Network Centre has set for the year as a whole.
BBC1 was described as having had "a poor quarter", with its share down from 28.6 per cent to 28.2 per cent, quarter on quarter. The IPA also criticised the channel's growing proportion of older viewers. "Increasingly it is BBC1 rather than ITV which shows bias to the over-55 age group," the report said.
There was good news, however, for Channel 5, whose share continues to grow and which for the first time enjoyed a viewing share of over 5 per cent for an entire quarter.
Channel 4's viewing dipped slightly, down from 10.2 to 10 per cent, while BBC2 enjoyed its traditional second quarter boost from Wimbledon.