Originally Posted by sn_22:
“I'm actually quite surprised by the numbers. We were all aware ITV struggled through the summer, facing much stronger competition from BBC One than usual (sports events and higher profile shows than usually seen that time of year). But I'm surprised the figures for the last couple of months are so low. Just going off a gut reaction, I thought things were getting a bit better with some decent shows that were finding good reviews and solid ratings. Clearly thats not affected the overall trend though surely November should benefit from the strong I'm a Celebrity performances.”
I haven't attempted to do any detailed analysis of where ITV has lost most viewers. But my guess would be that if certain high profile shows (particularly XF) have done well in September and October then there must have been fairly significant falls in the general day to day output.
One other point for the future. It's only very marginal but the return of Sky basics to VM will not help ITV. VM is only about 15% of TV homes so not a significant effect but in those homes ITV will now be competing against Sky 1 (and Sky 2) for the first time for over 18 months.
The audiences for Sky 1 (and Sky 2) are only tiny compared to ITV1 but I suspect Sky 1 is more likely to take viewers from ITV1 than the other 4 terrestrial channels.
Sky 1 will probably only gain around 0.3% of overall share due to its return to VM. But even so, if most of that comes from ITV1 it's another bit of adverse pressure on ITV1's numbers.