LONDON: Thinkbox, the marketing body for the UK's commercial TV broadcasters, claims the worst is over for the slump in television advertising and that media buyers once again believe the medium to be a relevant one.

This optimistic pronouncement comes from Thinkbox ceo Tess Alps, who says a survey of 6,000 media agency professionals showed 81% of media agency staff were positive about TV, compared with 46% expressing the same views a year ago,

She says: "2006 will go down as the absolute nadir - there was a year of madness about the internet killing TV, but this year people are realising they can coexist fantastically."

The survey also revealed that 78% of respondents agreed TV was engaging to audiences, up from 62% the previous year, and 75% agreed TV was the home of great brand advertising, compared to 41% in 2006. In addition, 48% believed that TV advertising was innovative, up from 11% last year.

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