LONDON: TV advertising revenues in the UK could fall by as much as 20% year-on-year in January 2009, according to the prognostications of unidentified 'media-agency sources' interviewed by British national newspaper The Guardian

According to The Guardian's figures, the most optimistic estimate was for a 12% decline in TV ad revenues for the month.

Said one of the paper's sources: "At the moment there is an extremely short term market; at best we are seeing minus 10% or 12%, and at worst minus 15% or even more. 

"At the moment there is pretty widespread depression through most of the media."

Paradoxically, the one factor that may attract marketers to the medium could be the fact that the cost of advertising on TV is at its lowest level in almost twenty years.

Newspapers, and particularly regional titles, are also forecast to face a challenging January, and a difficult 2009 as a whole, especially as they rely heavily on the troubled retail and financial sectors. 

Continued the industry insider: "There will be some real strugglers; some dramatic changes will take place this year such as fewer newspapers and fewer TV ad sales houses."

Data sourced from; additional content by WARC staff