Cost of television advertising set to rise

10 March 2010

LONDON/WASHINGTON: The cost of advertising on television is set to rise in most major markets this year, with China and India leading the way.

Warc has recently published an updated version of its Global Media Inflation Benchmarks Survey – discussed in more detail, with charts, here – which covers 12 countries around the world, including the US, China, India, Japan and the UK.

This information forms part of the company's Global Media Cost Comparison service, which summarises and standardises comparable media rates in these nations in terms of cost-per-thousand.

Overall, it is predicted that the cost of buying a 30-second TV spot will rise by an average of 3% in 2010 on an annual basis across all of the countries assessed.

Within this, China and India will post the greatest overall gains, on 16.7% and 8% respectively, with seven other markets registering expansions in the 0.8% to 3.4% range.

More specifically, Spain is due to enjoy a substantial improvement in its fortunes, following up a decrease of around 16% in 2009 with an uptick of close to 1% in 2010.

The climate will be less favourable in the UK, which is set to record a contraction of 2% this year, with Japan also off by 1.3%, and the US by a more modest 0.5%.

Elsewhere, expectations for Russia have been scaled back from an increase of 10%, as predicted in July, to a 1.7% rise, after a sharp downturn in domestic trading conditions in the second half of 2009.

More information about the Global Media Cost Comparison, which also includes inflation forecasts for newspapers, magazines, radio, cinema, outdoor and internet, is available here.

Data sourced from Warc