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TV ads up as C4, Five and multichannel boost audiences

LONDON - Advertising revenue across ITV, Channel 4, Five and multichannel increased by 6% in 2004 as audiences grew, according to Starcom's media market report.

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Channel 4's weekly viewing figures are up 2% on the year, while Five is up 1% and multichannel viewing, because of Freeview driving digital penetration, is up by a whopping 10%.

BBC Two was the biggest disappointment, losing 9% of its weekly audience year-on-year. ITV and BBC One were down 4% on 2003.

"Fortunately for advertisers, increased demand is coupled with growth in commercial audiences, at the expense of the BBC," according to the report.

Despite 'I'm a Celebrity... Get Me Out of Here!' performing well for ITV, "it was too little to late" for the network's overall performance of the year, which fell 4% due to its summer schedule failing to attract audiences.

The report also reveals that "while there has been an upturn recently there are signs that this chase for ratings will have a detrimental long-term effect on the channel profile".

'Coronation Street' and 'Emmerdale' performed well for ITV over the year, as have ITV's digital channels with the successful launch of ITV3 and ITV2 increasing its audience share.

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