Enders predicts 10% uplift in TV advertising revenues

LONDON - The UK television market is set for a much-needed fillip during 2010 with net advertising revenues estimated to leap by 10% on the year, according to a leading analyst.

ITV1: hoping for World Cup boost
ITV1: hoping for World Cup boost

The leap in TV advertising revenues, according to Enders Analysis, will be fuelled by the World Cup in June this year.

Enders' forecast adds weight to earlier predictions from the media industry and individual broadcasters.

Earlier this week Magna, which pools the media-buying power of Universal McCann and Initiative, forecast that TV ad revenues will rise by 3.5% this year, as opposed to the 4.3% dip it forecast in December.

ITV said last month that its flagship channel, ITVI, would be up 18% year-on-year in March and up to 20% in April.

According to Enders Analysis, the TV advertising market will be up around 20% during April and May this year. The World Cup month of June is set to be up by around 15%. Across the sectors, Enders says that motors and finance have turned the corner and are showing strong growth.

The forecast provides positive news for broadcasting executives, who have been battling against a tough market of late.

However, the whole year forecast falls somewhat shy of making up the 16% decline across the TV industry in 2008 and 2009.

Enders also dampened prospects for 2011, forecasting 0% growth in advertising revenue. It pointed out that consumption will "weaken" after the General Election, potentially triggering a decline in economic activity.

 

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