UK Television Advertisers Fight Shy of Euro 2004

03 April 2004

Television adspend in the UK could fall away during this summer's Euro 2004 soccer finals.

Estimates (see below) suggest that year-on-year increases averaging 12% for May are unlikely to be repeated after the June kick-off.

National commercial network ITV and the multichannel sector are worst hit. Breakfast television channel GMTV will emerge almost unscathed.

ITV's ad revenue could drop by around £22 million ($39m; €32m) from £154.4m in May to just under £132m. Multi-channel TV could be hit by a £6m drop.

ITV, however, the sole commercial channel covering Euro 2004 in the UK, appears confident. "It's a month that's fairly healthy in terms of demand, and it's proved a magnet for a certain number of advertisers," said Graham Duff, the network's head of sales.

May – £154.4m
June – £131.9m
July – £118.5m

May – £4.7m
June – £4.5m
July – £4.1m

May – £59.6m
June – £53.1m
July – £42.3m

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