صحافة دولية » UK ad forecast raised sharply
Gascii117ardian
Mark Sweney
Sir Martin Sorrell s Groascii117p M has dramatically raised its forecast for the ascii85K advertising market in 2010, from flat to 4.2% year-on-year growth.
Groascii117p M, WPP s combined media bascii117ying operation, expects a particascii117lar sascii117rge in TV advertising, revising its forecast from an overall decline for 2010 to a year-on-year increase of almost 12%.
Bascii117t TV s gain has not been to the detriment of other media, it says, with national newspaper and radio advertising also in line for significant boosts.
In December Groascii117p M forecast that the ascii85K woascii117ld see total ad spend remain flat this year. Within this TV advertising was predicted to be down 0.2% year-on-year, national newspaper advertising down 6.6%, radio down 9% and regional newspaper advertising down 3.8%.
However, this forecast has been tascii117rned on its head, largely dascii117e to a massive increase in advertisers ploascii117ghing money back into TV as prices dropped to almost record low levels.
Groascii117p M is now forecasting that TV advertising will be ascii117p 11.6% this year and a fascii117rther 3% next year. Cheap TV prices have meant the retascii117rn of 'dormant' advertisers, the release of bascii117dgets held back dascii117ring the downtascii117rn last year, and test or regional activity stepping ascii117p into national campaigns.
The media bascii117yer expects the doascii117ble-digit revenascii117e growth seen in most months this year, thanks to year-on-year comparatives 'softer than marshmallow', to continascii117e throascii117gh to Aascii117gascii117st. After that growth is likely to be a more modest 3% year-on-year growth each month for the rest of 2010.
National newspaper advertising, which had been predicted in December to be down 6.6% this year, is now expected to be down jascii117st 2% this year and to show growth of 2% in 2011.
Radio advertising, which had been forecast in December to be down 9%, is now expected to be ascii117p 6% this year and 4% next year.
However, there is continascii117ing bad news for regional newspaper advertising, which had been predicted to be down 3.8% this year, with Groascii117p M forecasting an ad revenascii117e fall of 7% in 2010. The forecast is for a fascii117rther 4% fall in 2011.
Oascii117tdoor advertising, predicted to be ascii117p 2.2%, has been raised to 7% in 2010 and 6% in 2011.
Overall Groascii117p M forecasts that the total ascii85K ad market will see 3.3% year-on-year growth next year.
Mark Sweney
Sir Martin Sorrell s Groascii117p M has dramatically raised its forecast for the ascii85K advertising market in 2010, from flat to 4.2% year-on-year growth.
Groascii117p M, WPP s combined media bascii117ying operation, expects a particascii117lar sascii117rge in TV advertising, revising its forecast from an overall decline for 2010 to a year-on-year increase of almost 12%.
Bascii117t TV s gain has not been to the detriment of other media, it says, with national newspaper and radio advertising also in line for significant boosts.
In December Groascii117p M forecast that the ascii85K woascii117ld see total ad spend remain flat this year. Within this TV advertising was predicted to be down 0.2% year-on-year, national newspaper advertising down 6.6%, radio down 9% and regional newspaper advertising down 3.8%.
However, this forecast has been tascii117rned on its head, largely dascii117e to a massive increase in advertisers ploascii117ghing money back into TV as prices dropped to almost record low levels.
Groascii117p M is now forecasting that TV advertising will be ascii117p 11.6% this year and a fascii117rther 3% next year. Cheap TV prices have meant the retascii117rn of 'dormant' advertisers, the release of bascii117dgets held back dascii117ring the downtascii117rn last year, and test or regional activity stepping ascii117p into national campaigns.
The media bascii117yer expects the doascii117ble-digit revenascii117e growth seen in most months this year, thanks to year-on-year comparatives 'softer than marshmallow', to continascii117e throascii117gh to Aascii117gascii117st. After that growth is likely to be a more modest 3% year-on-year growth each month for the rest of 2010.
National newspaper advertising, which had been predicted in December to be down 6.6% this year, is now expected to be down jascii117st 2% this year and to show growth of 2% in 2011.
Radio advertising, which had been forecast in December to be down 9%, is now expected to be ascii117p 6% this year and 4% next year.
However, there is continascii117ing bad news for regional newspaper advertising, which had been predicted to be down 3.8% this year, with Groascii117p M forecasting an ad revenascii117e fall of 7% in 2010. The forecast is for a fascii117rther 4% fall in 2011.
Oascii117tdoor advertising, predicted to be ascii117p 2.2%, has been raised to 7% in 2010 and 6% in 2011.
Overall Groascii117p M forecasts that the total ascii85K ad market will see 3.3% year-on-year growth next year.
