Bosses at the broadcasting giant made much of new line-up launched at the end of the summer, which saw the return of Ant and Dec and I’m A Celebrity…Get Me Out of Here to peak time schedules and a raft of specially commissioned dramas.
According to ITV, during November the channel commanded a 32% share of the audience in the prime time slots, 7% ahead of bitter rival BBC One.
Against other terrestrial channels, ITV1 doubled the audience of Channel 4 and Five combined, while it was 11% higher than the combined total of all multi-channel stations.
While some of ITV’s new dramas – such as Blue Murder and Frances Tuesday – may not have set the world on fire in terms of ratings triumphs, the comparative weakness of the BBC One evening schedule has been cited for the rise in fortunes of ITV.
Meanwhile, BBC One has struggled with its once traditionally strong EastEnders soap in recent months, as Emmerdale and Coronation Street have gone from strength to strength.
In the commercial market, ITV has taken a 51% share of the entire market from the entire schedule, while commanding a 38% share of the overall UK television arena.