Agencies predict TV ad market could rise 4% in Q2

Media agencies predict the TV ad market could increase by up to 4% in the second quarter of 2012, as brands increase TV spend around the Easter holidays, the European Football Championship, and ahead of the London Olympics.

Euro 2012: football championships set to boost TV ad revenue figures
Euro 2012: football championships set to boost TV ad revenue figures

Agencies believe TV adspend could increase between 2% and 4% year on year between April and June 2012, which would mean TV spend in the first six months could be around 2% up on H1 2011.

Media agencies predict the amount spent on TV spot advertising is expected to increase by around 1% to 3% in April, between 2% and 6% in May, and by as much as 8% in June.

It is expected that the first quarter of 2012 will be at least in line with the first three months of 2011, and some media agencies suggest it could be higher year on year if late money comes into the market in the next week.

Channel 4 sales ad revenue is expected to increase ahead of the market in the first three months, after benefiting from easy year-on-year comparisons, while ITV will get a boost from 'Britain's Got Talent' and 'Titanic' this weekend.

It is understood that some 30-second spots during the launch of 'Britain's Got Talent' and 'Titanic' could cost up to £65,000 – around 60% more than media agencies suggest is usually paid for big-ticket shows such as 'Coronation Street'.

Agencies believe ITV will be the big winner of the second quarter, with the rest of the series of 'Britain's Got Talent' and the broadcast rights for the UEFA Euro 2012 Football Championship in Poland and Ukraine.

Sky Media, BSkyB's sales house, is expected to benefit from the Formula 1 rights it picked up earlier this year, and the climax of the Barclays Premier League.

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Vizeum hires MediaCom's Jem Lloyd-Williams to lead innovation

Vizeum hires MediaCom's Jem Lloyd-Williams to lead innovation

Vizeum has hired the MediaCom managing partner Jem Lloyd-Williams to the newly created role of executive director, product.

Share
The Times releases Unquiet Film about Syria kidnapping

The Times releases Unquiet Film about Syria kidnapping

The Times has launched a further instalment of its Unquiet Film Series documenting the kidnapping and return of two journalists in Syria.

Share
Monocle valued at $115m as Tyler Brûlé sells minority stake to Japanese media company

Monocle valued at $115m as Tyler Brûlé sells minority stake to Japanese media company

Monocle has sold a stake to the Japanese media company Nikkei, as the two companies enter into a strategic partnership.

Share

Get news by email