As if in answer to the prayers of Britain’s advertisers – whose mouthpiece, the Incorporated Society of British Advertisers, has complained long and loud about TV ad rate inflation – the cost of TV advertising time in the UK plummeted by 15% in the first half of 2001.

Or so reports media planning/buying network Optimedia, a unit of Publicis Groupe. And, says its head of TV Clive Reed: “It could still go lower.” He estimates that the aggregated value of TV advertisements in Britain this year will sink to around £2.9 billion ($4.12bn; E4.7bn) from some £3.3bn in 2000.

Reed also predicts that the total value of TV commercial spending could fall by 12% for 2001 as a whole, despite an expected increase in advertising demand during October and the run-up to Christmas.

Comments Optimedia chief executive Simon Lloyd: “This is a buyers' market. There are good bargains out there, especially if you're willing to commit your money ahead.”

News source: Wall Street Journal