Weak days at seven

Article Abstract:

UK television broadcasters find the 7pm slot hard to deal with, as they must fulfill a number of different requirements. This is a peak family viewing time, and the correct tone must be achieved if a programme is to be really successful. Generally, ITV attracts much larger audiences at this time than BBC1, and is particularly benefiting from the success of soap opera 'Emmerdale.' However, the market is becoming increasingly competitive, and broadcasters are considering new options for attracting viewers.

British Broadcasting Corp.

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Ratings

Article Abstract:

ITV only achieved 40% of the terrestrial viewing figures during Jan 1996, a fall of 2.5% on the previous year's share. The bad weather experienced during January failed to increase the viewing figures for ITV, even though the company has a larger number of viewers that stay indoors than any other terrestrial company. The latter half of the week is faring better than the rest of the week with Barrymore, Thief Takers and Ruth Rendell Mystery being particularly popular.

Market Targeting & Approach, Market strategy

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