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.

Its decision to shelve the Friday night chat show presented by Eamon Dunphy was driven by commercial considerations. Director of programming Matthew Salway said the programme failed to generate enough advertising revenue to justify its cost.

Programmes that were successful during the year included news bulletins, which increased viewers by 15%, and Coronation Street and Emmerdale, where audiences went up by 16%. Its sports coverage performed well and it was pleased with its Champions League live soccer games as well as its deferred coverage of Ireland soccer internationals.

Mr Salway criticised RTÉ’s use of the licence fee and accused it of using licence revenue to compete unfairly. “We may not get €200m from the Government, but at least we give viewers what they want.”