Originally Posted by rzt:
“STV usually adds about +8% to the 'rest-of-the-UK' audience. This is based on looking at timeshifts and data for lots of other dramas which have had certain episodes shown on STV and other episodes not shown on STV.
For example, an episode of Midsomer Murders last year which was shown in Scotland timeshifted +18% over the overnight figure, whilst another episode of MM shown just a few weeks later not shown in Scotland timeshifted +10%. This +8% STV factor is generally seen throughout other shows too (obviously though sometimes it might be +7% or other times about +9%).
So yep, I would say if DA series one had been shown on STV, it would've got c10.5m officially nationwide, if not slightly more or less.”
Do we know what proportion of Downton's series 2 audience came from the STV region?
If we do, then we could try and extrapolate a figure for series 1 - although even then it would overstate the STV effect because plainly a number of people in the STV region who have Sky would have been able to watch an ITV English region when series 1 aired and would thus have been counted in that region's figures; for series 2 STV viewers would not have had to do that.
For DA to have averaged 10.5m for series 1, then it would have needed around 800,000 additional Scottish viewers. Even leaving out Border TV Scots, that's around 16% of the entire Scottish population. If DA averaged 9m in the rest of the UK, then it was watched by around 16% of the population. But as I say, that takes no account of Border TV, and STV viewers watching via Sky on an ITV region - so it would more likely need 17% or more of all Scots to be watching.
I would be surprised if a very English period drama about a bunch of toffs from a big mansion in the Home Counties would be that big a rater in Scotland, and disproportionately more watched there than in the rest of the country; I imagine Call the Midwife skews a bit more Scottish than Downton.
Originally Posted by Andy Parish:
“Top Gear got 4.73m (16.2%) inc HD
Upstairs Downstairs averaged 6.99m (26.9%) for the first 15 minutes, 6.22m (28.8%) in its final quarter.”
So TG was down about 370k - not bad really considering the Corrie competition and boost to CTM.
UD held up better than the earlier "lost 1m" tweet suggested; seems clear to me that this was a "time for bed" drop off and it should do OK next week (granted it won't have a 9m+ lead in)