ITV1 was down, but the channel took a smaller hit, falling from 24.1% to 24% as morning TV franchise GMTV was down to 1.5% from 1.6% last time.
ITV's multichannel offering, however, was up at 0.7% from 0.6% last time, hurting rival Sky One, which was down to 1.7% from 1.8% in the first quarter.
The rest of the terrestrial and multichannel entertainment field, including E4, BBC Three, BBC Four and Five, remained static.
Channel Four retained its 9.6% share, Five its 6.4% share and BBC Two kept its 2.3% share. BBC Three and BBC Four retained their 0.1% shares and E4 held on to its 0.7% share.
E4 can certainly expect some fillip in the second quarter from 'Big Brother', which, despite less interest than previous years, is likely to push its figures up. E4 is currently showing 'Big Brother 4 USA', which is already proving more steamy and scheming in its first days that the UK version did in its entire run.
Sky News increased its lead in the digital and cable sector as more and more viewers tuned in for its coverage of the war in Iraq. The channel's share rose to 0.7% from 0.6% during the previous quarter, while rival BBC News sustained its 0.4% share. ITV News was flat at 0.1%.
Sky News recently raised the stakes with the news that it is expanding its operation and has employed the services of a 'Sky Copter' to help its news team get to stories quicker.
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