ITV set for £15m Euro 2012 boost

Media agencies estimate ITV could make £12m to £15m in TV ad revenue from Uefa Euro 2012, as brands extend campaigns running during football matches to the rest of the schedule.

ITV: Euro 2012 coverage
ITV: Euro 2012 coverage
The TV ad market is expected to be up around 7% year on year in June but media agencies believe ITV’s TV ad revenue could be up around 15% year on year if the broadcaster brings in an additional £12m to £15m.

Media agency sources say the biggest increases in spending have come from brands in sectors such as gambling, cars, sports goods, drinks and technology. Bookmakers are said to have increased their TV spend by the highest proportion overall.

ITV’s main commercial partners include Uefa Euro 2012 sponsors Kia-Hyundai, Powerade, McDonald's and Sharp.

Some brands are simply buying airtime during the games broadcast by ITV, while others are booking wider TV campaigns and so are helping to boost the revenue haul of the other commercial broadcasters.

ITV and BBC share the football rights for the Uefa Euro 2012 tournament. ITV broadcast two of England’s group games, while the BBC had the rights for the third group game and last night's quarter final with Italy.

UTV Media’s TalkSport is broadcasting audio commentary from each of the tournament’s 64 games and its radio ad revenue is expected to increase by 20% year on year in June, against a market up between 5 and 7%.

TalkSport’s airtime is believed to be sold out during the tournament and the national radio station has six major partners for its coverage: Coca-Cola, 3, Vauxhall, Nivea for Men, Ladbrokes and Screwfix.

Although the additional TV ad revenue is good news for June, some media agency buyers believe that as much as 40% of the money is not additional cash and has simply been brought forward from July and August.

Initial forecasts suggested TV ad revenue could be down by around 10% year on year in both July and August as brands avoid the Olympic period but some media agencies fear TV ad revenue could fall between 11% and 15%.

The most optimistic predictions suggest TV ad revenue in the final four months of the year will be flat compared with 2011 but others believe revenue could continue to decline by up to 5% year on year.

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

My Media Week: Barnaby Rothwell

My Media Week: Barnaby Rothwell

This week, Barnaby Rothwell, promotions director, UK & EMEA at Disneymedia+, focuses on a major collaboration with Sky and Pixar, the ongoing 'Star Wars Rebels' promotion and sorting wedding pics

Share
Hotpoint sponsors Good Food Channel

Hotpoint sponsors Good Food Channel

Hotpoint Appliances is sponsoring the Good Food Channel's World of Flavour strand in a six-figure deal, with idents running until September next year.

Share
Media Owners take games into their own hands

Media Owners take games into their own hands

A new generation of gamers is sharing and viewing content in ways that have caught the attention of media owners. But can they harness these trends to grow their businesses? Jason Kingsley OBE, chief executive of games maker Rebellion shares his thoughts.

Share

Get news by email