Firstly there is
evidence to show that ITVs audience share is falling. Look at the graph below. BBC1 over the past 4 years has stayed constant. ITV is falling at what looks like a slightly accelerating rate.
I certainly wouldnt call ITVs continuing trend of loss of audience share negligible
Point of order, that graph is just ITV(1) and doesn't take into account the growth of ITV1HD and ITV+1. The share, when those channels are taken into account, is still falling, but not as fast as that graph implies.