Sky bucks January ratings fall

January was a tough month for most businesses and to a large extent TV audiences were no exception with viewing on terrestrial stations significantly down year-on-year and revenue falling by seven per cent. The decline in impacts for January was worse for stations unable to deliver campaign ratings, Carat reports.

RTE saw a decrease in multi-channel adults by 12 per cent year-on-year, with other audiences facing even worse declines. Both multi-channel males and adults aged 15-34 were the toughest to reach with impacts down by 25 per cent. TV3 also saw impacts decrease but at at a lesser extent than RTE.

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Sky was an exception, with some audiences seeing double digit impact increases. Multi-channel adults increased by eight points year-on-year. Sky’s share is also on the increase for the main audiences, mainly at RTE’s expense. For RTE to manage their inventory, they have been releasing short-term prices each month.

The car category was extremely heavy in January and February and was hit with a 30 per cent premium. Both months are subject to a similar premium for any late bookings. Meanwhile, UPC is adding the RTE One +1 timeshift option, RTE Two HD and RTE jr Saorview channels to its digital service from today.

Sky’s sales and marketing director Mark Anderson is interviewed in the March issue of

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