ITV comprehensively won the first round: its use of overtime payments, the pre-recording of popular 'live shows' such as Ant & Dec on Saturday and the loan of a BBC studio all kept the City on side during the dispute.
The Financial Times's Emiko Terazono concluded 'the financial impact of the industrial action on ITV was likely to be minimal' (9 April). After the weekend's events, ITV's share price was lifted by upbeat comments from broker UBS: 'ITV... worked hard to offset the impact of the strike on its on-air schedule' (iii.co.uk, 11 April).
The unions only scored points in the second round when they forwarded their desire for renegotiation and aim of achieving fair reward for their members.
Few analysts were moved to comment, although Investec analyst Kingsley Wilson summed the situation up saying: '(ITV)... wants to be associated with quality programming' (FT, 9 April).
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.