TV3 sees hike in advertising revenue

INDEPENDENT television station TV3 saw a slight increase in advertising revenue last year in spite of a difficult trading environment.

The station said it was the only major broadcaster to increase its market share during 2003. TV3, in which British broadcaster Granada holds a 45% stake, captures more than 13% of all hours spent watching television and said its viewing figures for the key autumn period, between September and Christmas, were ahead by over 14% year-on-year. Advertising revenues grew by between 3% and 5%. Other broadcasters saw a fall-off in revenues. Sales and marketing director Pat Kiely described the station as a “phenomenal business success story” and said only RTÉ1 had more viewers.

Mr Kiely said TV3’s strategy of targeting the high-spending 15 to 44 age group had been successful. Almost half of TV3 viewers come from this age group, with 41% over 45. 13% of viewers are under 15. Mr Kiely also said the station was strong in attracting the heads of households.