ITV1's share of audience also slipped to 19.9%, compared with 20.9% for the same time last year. BBC One scored 23.5% of the audience, slightly down on the same period last year, while Channel 4 scored the highest rise of the terrestrial channels, up 0.7 percentage points to 10.4%.
The rest of ITV's channels, including ITV2, ITV3, ITV4, Men & Motors and ITN News, had a 5.7% share of impact -- the figure which measures how much of the television audience sees advertisers' output, broken down by sales house. This figure was up by 1.4 percentage points on the second quarter of 2005.
The figures add to ITV's woes, as media buyers estimate that advance ad bookings for ITV1 in September are down as much as 12% year on year.
In contrast, Channel 4's share of eyeballs was up 2.6 points to 20.6%. Other sales houses to see a rise were GMTV, up from 2.8% in 2005 to 3% in 2006; BSkyB, up 0.3 percentage points to 12.2%; and IDS, the Flextech sales house, up from 8.8% to 9.1%. Five fell by 1.5 percentage points to 9.8%.
The figures were published today by the IPA as part of its quarterly Trends in Television Viewing report.
The report revealed that the average number of hours people spent watching television have fallen to a low of 3.43 hours a day. This compares with 3.45 hours for the same quarter last year and 3.89 hours for the first quarter of 2006.
Non-terrestrial television continues its challenge to terrestrial stations, up to a record high of 32% of all television viewing.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)