ITV3 debut attracts viewers and ads

ITV's newest digital channel, ITV3, has got off to an impressive start and could go some way to offsetting the potential loss of ad revenue from ITV1 in the forthcoming annual negotiation round.

ITV3, which is targeted at upmarket audiences over 35 years of age, instantly became the second-biggest of the multichannels behind ITV2 in Freeview homes upon its 1 November launch.

On the more competitive digital satellite platform, the channel performed strongest in the peak segment, becoming the fourth-biggest of the multichannels after Sky One, ITV2 and BBC3. Clients including Vauxhall, HSBC and Unilever were among ITV3's debut advertisers.

- All about ... ITV3, p12.