Source: Broadcast – January 22nd 1993
More people are tuning into breakfast television than a year ago but chiefly because of Channel 4’s Big Breakfast, not the arrival of GMTV, according to ratings analysis by advertising agency Young & Rubicam.
At the same time a poll of Teletext viewers showed 66 per cent wanting to bring back TV-am in place of GMTV. Former TV-am presenter Mike Morris said: “We miss them, and it’s rather sad they clearly miss us.”
Among breakfast TV shows, Teletext viewers voted The Big Breakfast top, then BBC’s Breakfast News, with GMTV coming third.
The Y&R comparison with TV-am’s audiences at the begininning of 1992 shows an increase for GMTV of almost 500,000 for week ending January 10th. But quarter hour ratings declined – particularly between 07.00 and 09.00 when The Big Breakfast was on air.
However Y&R said that children who had not yet returned to school that week would have boosted C4’s audience and GMTV should recover ground. It said GMTV should concentrate on building its Saturday morning audience.
Meanwhile, BSkyB claims that more children watch its Sky One breakfast show, The DJ Kat SHow, than any other channel in satellite homes.
BARB figures analysed by Moreton Micro Media show that Monday to Friday 41 per cent of children watch BSkyB against ITV’s 16.9 per cent and C4’s 8.8 per cent. This drops slightly at the weekend.
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