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22 Oct 2009 |


Martin & Sybil of
The Morning Show
The battle to secure the sought-after young adult TV audience was highlighted when a release from TV3 announcing their status of ‘most watched channel in Ireland by adults aged 15-24’ prompted a response from RTÉ which claimed that TV3 had focussed on a selective audience, which RTÉ described as “a narrow sub-demographic of young viewers in this country.”

TV3’s announcement noted that since the launch of its 2009 Autumn schedule the broadcaster has held a 15.7% share of viewing amongst the younger demographic compared to RTÉ One’s 15.0% share and RTÉ Two’s 11.7%.

TV3 stated that it has also become the most watched channel by women between the ages of 15 and 34, something the broadcaster put down to dedicated female-oriented programming and home-grown shows like ‘Ireland am’, ‘The Morning Show with Sybil & Martin’ and ‘Midday’.

TV3’s Director of Programming, Ben Frow commented on the findings, saying: “This is a great reflection of a really strong Autumn on TV3 and it is a testament to everyone’s hard work over the past few months. We have really listened to our viewers and we are delighted that we have demonstrated that we have given them what they want.”

However, RTÉ reacted swiftly to TV3’s release by noting that “In terms of the selective audiences focussed upon by TV3 in their release, it's clear this is a recent phenomenon and only pertains to a narrow sub-demographic of young viewers in this country. By contrast, the year-to-date equivalent (1 January - 20 October), all day national share, sees RTÉ One with a 16.2% share of the 15-24s; TV3 with a 13.3% share. A similar pattern comes through in peak-time (18.00 - 23.30), [1 January - 20 October] with RTÉ One winning an average 19.7% and TV3 winning 16.1% of the 15-24 audience". 

RTÉ stated further that "When looking at this same time horizon, (September 1st - October 20th)  indeed,  RTÉ One is ahead of TV3 for  many more than the two audiences cited in their release: All Individuals, Adults 15+, Adults 15-34, Adults 25-44, Adults 35-54 and Adults 55+, Women 15-34, Women 25-44.  And the Share for both RTÉ One and RTÉ Two is ahead of TV3 in the Men15-24, Men15-34 and Men25-44 demographics over the same time period.  Across this broader time horizon, (1 Jan - to 20th October) (All Day), RTÉ One Share is ahead of TV3  across the gamut of audiences: All Individuals, Adults 15+, Adults 15-34, Adults 25-44, Adults 35-54 and Adults 55+, the Men15-24, Men15-34, Men25-44, Women15-24, Women15-34, Women25-44. The Share for both RTÉ One and RTÉ Two is ahead of TV3 in the Men15-24, Men15-34 and Men25-44 demo graphics.” 

Both RTÉ and TV3 cited AGB Nielsen as the source of their viewing figures.


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