Originally Posted by SouthCity:
“Traditionally ITV has always put its best shows on in the week leading up to Christmas to maximise advertising revenue. They were happy for BBC1 to own Christmas Day as they didn't want to waste programmes at a time when ad revenue was low.
I'm old enough to remember when the only ads on Christmas Day were for summer holidays and furniture stores. However with online shopping things have changed and the traditional dip in advertising on Christmas Day has disappeared.
Downton Abbey is repeated next Sunday (New Year's Day) and many without Sky+ (or other PVRs) will have chosen EastEnders on this basis.”
Perhaps.
But I get the feel that ITV are aiming to increase their profile.
They have won exclusive rights for European football with Europa and Champions League. They have committed more money to drama than they have in a long time, with much more coming in 2013. ITV are talking about returning to scripted comedy and have the most watched programme of 2011 so far with X Factor.
ITV2 is the most watched digital channel, while ITV3 drama repeats offer high rating alternatives to the light entertainment programmes showing on ITV1. And ITV4 is getting a good name for itself for sports coverage while CITV is the most watched commercial childrens channel.
I think ITV's strategy about simply maximising ad revenue alone is falling, and they are trying to heighten their profile overall which will automatically increase the ad revenue income with more viewers, This years Christmas strategy was spot on IMO, and having an award winning drama such as Downton at your disposal is a feather in the cap for them.