I almost never watch ITV. It’s not a deliberate snobbery thing; it’s just that I don’t watch reality TV, game shows or soaps. ITV news, with its silly distractions is too light. Everything about ITV is really cheap somehow. I’m not alone. ITV viewing figures continue to head south as do those for the red-top tabloids (and the Mail and Express). ITV guaranteed audience to advertisers and must now give them some of their money back, while over on the Sun budgets have been frozen.
Meanwhile, ex-broadsheets are expected to do well, so perhaps we’re all middle class now.