Originally Posted by GeorgeS:
“another 0.6% for +1 though. then 6.7% for the m/cs (2/3/4/CITV and +1 channels so I suppose the ITV "family" audience tends to migrate from ITV1 to the m/c sometimes when the ITV1 share is low.”
Yeah, it seems like ITV1 viewers seem to have transferred to other ITV channels rather than switching to non-ITV channels on the whole. Comparing the ITV Family viewing share for that same week in the odd-numbered years (for fair comparison- there's little point comparing to even-numbered years due to World Cups/Euros inflating those shares):
2011: 22.1%
2009: 21.8%
2007: 26.6% (BGT week unlike others)... week before: 22.9%, week after: 22.1%
2005: 23.3%
So it's been fairly static in the last six years. Also worth noting that those 2005-2009 shares are inflated slightly due to those particular digital channel shares being calculated under the old BARB method of out of 'multichannel-only' homes rather than 'all-homes' unlike 2011, so those shares would in reality be lower than above figures.