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It was heavily advertised - there was barely an ad break on ITV1 yesterday (Monday 14 January) that didn't feature its famous shot of Big Ben - its return even made ITN's other news bulletins, and it led with a story about Princess Diana. But still News at Ten was beaten by the BBC's bulletin in the same slot.
Overnight figures say News at Ten with Trevor McDonald scored 3.8m viewers, 18.4 per cent of all people watching TV at that time, for its opening edition last night, while the BBC's Ten o'Clock News had 4.9m viewers or 23.4 per cent. But both figures were up: last week's nearest equivalent ITV bulletin had 2m viewers and the BBC's had 4.6m.
Perhaps a problem is that for all the hype over News at Ten's return, it has been back before. The venerable show ran for over 30 years until it was cancelled in 1999 but then it returned in 2001 for three years. During that time ITV's bulletins were nicknamed "News at When?" in the industry for the way they were moved around the schedules and even now, News at Ten is only back Monday to Thursday.
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