LONDON: Television advertising in the UK is likely to cost 22% less this month than it did in September last year, according to media auditor Billetts.
The cost per thousand for major advertising categories has taken a significant tumble and there is a strong likelihood that prices for the rest of the year will remain below 2007 levels.
An increasing number of options for TV viewers are fragmenting the market, creating more ad inventory, which in turn is deflating prices.
This trend, along with ITV's forecast that ad revenues will be down 20% year-on-year in September, (boosted in 2007 by the Rugby World Cup), means that the month is set to be the most deflationary in a decade.
Comments Billets' managing partner Martin Sambrook: "Agencies do tend to leave a bit of 'comfort room' when costing their plans, but in the market conditions we are likely to see, usual planning parameters would give wild over-deliveries."
While Tess Alps, ceo of commercial TV marketing body Thinkbox, adds: "September's price deflation is delivering sensational value to those clever advertisers increasing their TV spend."
Data sourced from Brand Republic (UK); additional content by WARC staff