LONDON — Another bullish forecast for U.K. TV advertising has been published.
Group M, owner of media agency WPP, predicts that TV ad revenue in Blighty will grow by almost 12% this year.
While this is admittedly from a low base, following a disastrous 2009, the forecast represents a change of heart by Group M, which last December said that U.K. advertising revenue would decrease by 0.2% year-on-year.
Its revised forecast suggests growth of up to 11.6% in 2010, driven by advertisers returning to TV in droves to take advantage of cheap airtime.
Group M predicts that U.K. TV advertising will grow by 3% next year.
The forecast echoes recent predictions from Screen Digest and Enders Analysis, among others, and the experience of Blighty’s biggest commercial terrestrial web, ITV, which of late has benefited from an uptick in ad coin.