MEDIA: MEDIA WATCH; Sky TV

Sky TV continues to dominate the satellite field, increasing satellite and cable TV’s total share of viewing to over 10%.

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

9.2%.



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

ITV.