Auditor Downplays British TV Ad Rebound

28 October 2003

Britain's TV ad market will remain weak for the foreseeable future, according to the head of media auditing firm Billetts.

John Billett, the company's chairman, warned that there "isn't going to be a renaissance in television buying as far as the eye can see." He cited a 5% fall in revenues for January to July 2003 at terrestrial network ITV, which controls over 50% of the country's television advertising.

However, this has benefited advertisers, as ITV airtime has fallen in price. "[Flagship channel] ITV1 was cheaper by more than 11% across the majority of audiences in the first seven months of the year," Billett continued, adding that the network's price premium for adults slipped to 20% from 25% a year earlier.

Data sourced from: BrandRepublic (UK); additional content by WARC staff