صحافة دولية » TV ad revenues to jump 10 per cent
Independent
By Nick Clark
There was more good news for the beleagascii117ered television indascii117stry as a second respected analysis groascii117p predicted that the advertising market woascii117ld grow strongly this year despite the lack of visibility after the election.
Enders Analysis increased its growth forecast for net TV advertising revenascii117es for 2010 for a second time this year, raising its prediction from 4 per cent in March to 10 per cent.
It did so less than a week after a rival research company, Screen Digest, raised its growth forecasts for the first half to 7 per cent. Its enthascii117siasm was dampened for the fascii117ll year becaascii117se of ascii117ncertainty aboascii117t what will happen to the economy after the election.
Following declines of 16 per cent over the past two years, advertising revenascii117es rose by 10 per cent in December, Enders said. While growth was slower at the start of the year, TV companies enjoyed a 20 per cent growth in ad revenascii117es in March. April and May are expected to show similar improvement, and the World Cascii117p is likely to see heavy promotional activity.
Enders said: 'As a resascii117lt, it is reasonable to expect year-on-year television net advertising revenascii117e growth of 14 per cent to 15 per cent in the first half of 2010.' The growth is expected to slow dascii117ring the third qascii117arter bascii117t Toby Syfret, an analyst at Enders, was relascii117ctant to predict growth in the last three months of the year becaascii117se of 'lack of visibility on the post-election economic oascii117tlook, and toascii117gher year-on-year comparatives'. He warned: 'The 10 per cent boascii117nce-back we now anticipate for 2010 still falls somewhere short of making ascii117p for the 16 per cent decline across 2008 and 2009. We continascii117e to believe consascii117mption will weaken after the elections, potentially triggering a decline in economic activity.'
By Nick Clark
There was more good news for the beleagascii117ered television indascii117stry as a second respected analysis groascii117p predicted that the advertising market woascii117ld grow strongly this year despite the lack of visibility after the election.
Enders Analysis increased its growth forecast for net TV advertising revenascii117es for 2010 for a second time this year, raising its prediction from 4 per cent in March to 10 per cent.
It did so less than a week after a rival research company, Screen Digest, raised its growth forecasts for the first half to 7 per cent. Its enthascii117siasm was dampened for the fascii117ll year becaascii117se of ascii117ncertainty aboascii117t what will happen to the economy after the election.
Following declines of 16 per cent over the past two years, advertising revenascii117es rose by 10 per cent in December, Enders said. While growth was slower at the start of the year, TV companies enjoyed a 20 per cent growth in ad revenascii117es in March. April and May are expected to show similar improvement, and the World Cascii117p is likely to see heavy promotional activity.
Enders said: 'As a resascii117lt, it is reasonable to expect year-on-year television net advertising revenascii117e growth of 14 per cent to 15 per cent in the first half of 2010.' The growth is expected to slow dascii117ring the third qascii117arter bascii117t Toby Syfret, an analyst at Enders, was relascii117ctant to predict growth in the last three months of the year becaascii117se of 'lack of visibility on the post-election economic oascii117tlook, and toascii117gher year-on-year comparatives'. He warned: 'The 10 per cent boascii117nce-back we now anticipate for 2010 still falls somewhere short of making ascii117p for the 16 per cent decline across 2008 and 2009. We continascii117e to believe consascii117mption will weaken after the elections, potentially triggering a decline in economic activity.'
