260p Target8 Oct 2018 14:27
Liberum: ITV uplift from viewing figures measure
The decline in TV viewing is a concern for ITV (ITV) and other broadcasters but Liberum says the real problem is the measurement that is being used.
Analyst Ian Whittaker retained his ‘buy’ recommendation and target price of 260p on the shares, which were trading at 160.9p yesterday.
He said the ‘supposed decline’ in viewing figures among young people has ‘more to do with measurement systems not capturing viewing on devices such as PCs’ rather than a decrease in the number of people watching content.
‘The latest research proves that in reality TV in particular with the new panel recording a c.25% uplift in audience numbers on some shows,’ said Whittaker.