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In the past, when ITV lost viewing share, it maintained advertising revenues by increasing prices.
Both figures fall below both the average for the slot and the typical viewing share at that time.
For every percentage point drop in network spending, the five terrestrial channels lost two percentage points in viewing share.
Numerous pan-Arab rivals sprouted to grab a viewing share with a copycat mix of flashy graphics, daring reportage and sizzling debate.
23.2% Channel 4's overall viewing share on the final day of the Ashes - the first time it was Britain's most watched channel across a whole day.
UKTV, which enjoyed record viewing share and ad revenues in 2015, is jointly owned by US broadcaster Scripps and BBC Worldwide.
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