TV grabs bigger ad slice

IP forecasts medium's advertising share to rise by 3.2% this year

COLOGNE — New statistics from the RTL Group, Europe’s largest broadcaster, show that TV is getting a bigger slice of the dwindling advertising cake but revenues are still down at the webs.

In its annual report on ad markets in and outside Europe, RTL’s marketing arm IP said TV strengthened its position as advertisers’ favorite platform, and forecast that webs’ share this year would rise by 3.2% over 2000.

The take in Spain will go from 40.9% to 42.4%; 32.7% to 33.4% in France; and 23.6% to 23.9% in Germany. In the U.K., TV is suffering from a fragmentation of the audience due to the increasing number of digital channels, bringing the ad share down from 41.4% to 37.2%.

IP noted that net revenues of TV stations will drop by about 1.5%, while remaining flat for other media, after a growth of 10% from 1999 to 2000. It pointed out that 2000 was an incomparable advertising year, highlighted by the Olympic Games, the European soccer cup, and the general euphoria of the stock markets.

“The major concern for advertisers in 2000 was getting hold of advertising space,” the report said.

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