UK media buyers are forecasting a year-on-year rise in the nation’s TV adspend for May – if the prophecy is fulfilled, the first month to enjoy such an increase since December 2000. Television ad revenues are expected to rise 5% to £246.5 million ($352.4m; €398.7m).
Exactly who has made this forecast is unclear –MediaGuardian attributes it to undisclosed “media agencies” – although one executive was brave enough to put his name to predictions of an upturn.
“It seems the green shoots of recovery are beginning to show through,” declared David Peters, Carat’s broadcast planning director. “It's a pleasant surprise because we weren't predicting a recovery until later in the year.”
The unattributable “TV buyers” believe that the imminent rise in spend in May reflects a rush by female-oriented brands to get their ads on-screen before the soccer World Cup takes over prime-time schedules at leading commercial broadcaster ITV as from May 31.
In addition, there has been a sudden jump in advertising by financial services firms, though analysts are reportedly baffled as to why.
Carat believes the smallest terrestrial broadcaster, Channel 5, will have a particularly healthy May, with revenues rising by up to 25%.
June is also expected to be a healthy month for TV advertising, as the World Cup attracts increased spend from brands targeting young men.
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff