The Cardiff SGP is a sports programme (not, as in your example, a soap like Eastenders) - when Manchester play live on the telly whether it's 1.30, 4 or 8 they get big audiences
Either way, the SGP lost 79,000 viewers from 2009 to 2010 when both were staged at 5pm. So this "very important point" you claim undermines the various points of my article isn't a new (key) factor worth including or, more importantly, the explanation for the decline you seem to think it is