ITV1's new weekday afternoon shows have managed a slender rise on the previous year.
ITV1's new weekday afternoon shows have managed a slender rise on the previous year.

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.

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