Shows between 12.30 and 3.15pm, such as Perseveranceand Mum's on Strike, which launched on Monday 11 April, have raised the channel's average weekly audience share to 16%, up by one share point from last year. So far this year the channel has maintained a share of 16% for that time slot. Its housewife target demographic has also gained week on week with a share of 22.8% in that time slot.
Despite a slow start the new ITV1 shows, part of its new ITV Day brand, have managed a small increase in viewers since they first aired. Monday's (18 April) edition of Perseverance at 1.30pm got its highest audience so far with 827,000 (12%) while Mum's on Strike at 2.45pm also hit its highest audience to date with 1.1 million (16%).
BBC1 still comprehensively dominates afternoon viewing - largely thanks to Neighboursand Doctors- where it averages a 36.1% share.
ITV1 has gained most in the mornings. In the week ITV1 launched its new schedule, between 9.30am and 12.30pm it gained a share of 26.6%, largely due to the popularity of This Morning, ahead of BBC1 on 23.9%. But, for the year to date, BBC1 is slightly ahead on 26.2%, compared with ITV1's 25%.
ITV1's Bafta-winning The Paul O'Grady Show, at 5pm, has recently been outperforming its Channel 4 rival, Richard & Judy. On Monday (18 April) ITV1's chat show pulled in 2.5 million (20%) compared with the 1.3 million (10%) watching C4.