Sky TV continues to dominate the satellite field, increasing satellite
and cable TV’s total share of viewing to over 10%.
According to BARB figures in the 13 weeks ending June 9 for viewers in
cable and satellite homes, satellite viewing accounted for just under
37% of viewing, with ITV at 26.6% and Channel 4 with just 6.7%.
Sky channels account for 19.4% of viewing in satellite and cable homes.
Sky One is the most popular channel with 14.6% of total satellite
viewing. Sky News follows close behind with 11.1% and Sky Movies with
The top three non-Sky channels are the TNT/Cartoon channel with 7.6% of
total satellite viewing, UK Gold with 6% and Nickelodeon/Paramount with
a 4.3% share of viewing.
Sky’s share of total commercial broadcast has increased across all
audience groups: ABC1 male audiences were 6.4% for the 13 weeks to June
9 1996, compared with 4.9% the previous year: total adult audiences aged
16-34 were 9% compared with 6.9% for the previous year.
The attraction of the satellite broadcaster to advertisers has steadily
grown over the past two years, strongly boosted by the improving socio-
demographic profile of Sky viewers and the station’s dominance of
football coverage. Some niche players, such as Puma, now invest almost
all their above-the-line television support in Sky.
On a cost-per-thousand basis it comes off favourably when compared with
ITV. Media buyers say that the cost per thousand of reaching ABC1 men on
Sky Sport is around pounds 27 - against a figure of around pounds 45 on