While multichannel TV's April share of all-adult impacts was up 3.3% year on year, its share of impacts fell from 45.4% in March to 44.6% in April.
Multichannel TV featured a strong programme offering in March, led by key games in the UEFA Champions League and FA Premier League on Sky Sports, plus the debut of Terry Pratchett's The Colour of Magic on Sky One.
PHD broadcast director Adam Turner said: "Multichannel did so well in March that, come April, it has fallen back to a more sensible level. There was a lot of Premier League football, Home & Away is doing well and so is Skins on E4."
Meanwhile, Channel 4 and Five managed to increase their share of impacts between March and April after suffering declines earlier in the year.
But share for ITV1, Channel 4 and Five all dropped year on year, with Channel 4 reporting a 5% fall in adult impacts.
Channel 4 continued to suffer a decline in its share of ABC1 adults, which dropped by 9.6% year on year.
Including its time-shifted channel, Channel 4+1, C4's share of all-adult commercial impacts last month was 13.6%.
Meanwhile, Five managed to increase its share of ABC1 adult commercial impacts by 2.6% year on year, helped by its Extraordinary People series.
ITV, which last week reported a 3% lift in group revenue for the first quarter of 2008 to £492m, found that its share of ABC1 and all-adult impacts for ITV1 fell both year on year and between March and April. In April, ITV1's volume of impacts rose by 7.7% year on year, in line with Channel 4 and far below Five's 11.3% increase in volume of impacts.
Five also boosted its volume of impacts for ABC1s by a significant 19.3%.
ITV's executive chairman, Michael Grade, claimed last week that the television advertising market has held up "relatively well". ITV said it was "outperforming the UK television advertising market" with ad revenue up 2% for the first quarter and flat for the first half of the year.
But TV buyers maintain that TV ad revenue will fall by between 1% and 2% this year overall.
Multichannel TV featured a strong programme offering in March, led by key games in the UEFA Champions League and FA Premier League on Sky Sports, plus the debut of Terry Pratchett's The Colour of Magic on Sky One.
PHD broadcast director Adam Turner said: "Multichannel did so well in March that, come April, it has fallen back to a more sensible level. There was a lot of Premier League football, Home & Away is doing well and so is Skins on E4."
Meanwhile, Channel 4 and Five managed to increase their share of impacts between March and April after suffering declines earlier in the year.
But share for ITV1, Channel 4 and Five all dropped year on year, with Channel 4 reporting a 5% fall in adult impacts.
Channel 4 continued to suffer a decline in its share of ABC1 adults, which dropped by 9.6% year on year.
Including its time-shifted channel, Channel 4+1, C4's share of all-adult commercial impacts last month was 13.6%.
Meanwhile, Five managed to increase its share of ABC1 adult commercial impacts by 2.6% year on year, helped by its Extraordinary People series.
ITV, which last week reported a 3% lift in group revenue for the first quarter of 2008 to £492m, found that its share of ABC1 and all-adult impacts for ITV1 fell both year on year and between March and April. In April, ITV1's volume of impacts rose by 7.7% year on year, in line with Channel 4 and far below Five's 11.3% increase in volume of impacts.
Five also boosted its volume of impacts for ABC1s by a significant 19.3%.
ITV's executive chairman, Michael Grade, claimed last week that the television advertising market has held up "relatively well". ITV said it was "outperforming the UK television advertising market" with ad revenue up 2% for the first quarter and flat for the first half of the year.
But TV buyers maintain that TV ad revenue will fall by between 1% and 2% this year overall.
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