Britain’s TV advertising market looks set for a bumper autumn, according to new figures from media agency MindShare.
The shop is predicting a 13% year-on-year rise in television ad revenues for October, with the biggest commercial broadcaster ITV on course for growth of 6% to 10% – in line with the channel’s own recent forecasts [WAMN: 30-Aug-02].
Other broadcasters can expect even stronger growth, says MindShare, with September ad revenues due to rise 16% at Channel 4, 28% at Channel 5 and 18% in the cable and satellite sector. Driving the increases will be improved adspend from financial services firms, the government, travel companies and the auto sector.
Although the figures benefit from year-on-year comparisons with the post-September 11 downturn, media buyers are upbeat about prospects in the longer term, with early indicators at ITV suggesting growth of 4% to 5% in November.
“There’s a cautious optimism for the autumn as a whole,” declared Haldun Kayali, MindShare’s TV business director. “If the growth figures for September and October carry through into the rest of the year, we will be looking at some sort of turnaround.”
The media agency believes ITV can reverse its 5%–7% first-half ad decline with a 5% increase in the last six months of the year.
Such optimism is echoed at the Media Planning Group, which predicts full-year growth of 3% at ITV, 4% at Channel 4, 20% at Channel 5 and 20% for cable and satellite.
MPG also believes the deregulation of the directory enquiries sector will provide a further boost to TV advertising in the new year.
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff