U.K. TV set for advertising recovery

ITV revenue to rise by as much as 30%

LONDON — Following a dire 2009, the U.K. TV advertising market is heading for a “robust recovery” this year, with local terrestrial giant ITV set for impressive gains in the first half, according to a report from forecaster Screen Digest.

“Trading conditions (in 2010) show a robust market recovery so far,” said Screen Digest. “Advertising demand and marketers’ confidence is clearly up this year … recovery is spread across a variety of sectors.”

Originally, Screen Digest predicted the U.K. TV market would grow by 2.1% this year. It has now revised the figure to 4.6%.

Two reasons for the strong figures are this summer’s FIFA World Cup soccer tournament in South Africa, which will bump ad sales, and dismal year-on-year comparisons.

Last year, ITV’s ad revenue fell by 9%, Channel 4 dropped by 10.5%, Five tumbled by 23% and BSkyB slid by 8%, according to the report.

This year, Screen Digest expects ITV to increase its ad revenue by 4.6% from £1.3 billion ($1.9 billion) to $2.1 billion.

Channel 4’s ad revenue is forecast to rise 4.8% from $1.06 billion to $1.11 billion.

Five and BSkyB will be up 4.2% to $379 million and 4.7% to $446 million, respectively.

The Screen Digest report follows two other positive assessments of TV advertising revenue.

Last week, media buying agency network Carat upgraded its global advertising forecast for 2010 to 2.9% due to clear signs of recovery in markets. And on Monday, analysts at the Royal Bank of Scotland forecast a healthy market for ITV, with an annual increase of 8% this year.

More Biz

  • EFM 1st European Film Politics Seminar

    Berlin: 1st European Film Politics Seminar - Protecting Independent Film Production

    Leading industry reps gathered on the opening day of Berlin’s European Film Market for what is certain to be a continuing discussion about leveling the playing field for independent producers across Europe and demanding greater engagement in the sector from global players. The 1st European Film Politics Seminar aims to set the political agenda of [...]

  • Harvey Weinstein (C) arrives to New

    Harvey Weinstein Jury Note Stirs Frenzied Speculation on Verdict

    A note from the jury in the Harvey Weinstein trial on Friday afternoon set the media and legal worlds abuzz with speculation about the verdict. The note suggested that the jurors were deadlocked on the two most serious charges — predatory sexual assault — but had reached a unanimous consensus on three other counts, of [...]

  • Naim McNair Named Def Jam Senior

    Naim McNair Named Def Jam Senior VP of A&R

    In what may be the first signal of the next era of Def Jam Recordings, Naim McNair has been named senior VP of A&R at the company. The move comes just hours after it was confirmed that Paul Rosenberg, chairman and CEO of the label since January of 2018, is leaving his post at the [...]

  • Paul Rosenberg

    Paul Rosenberg Stepping Down as Head of Def Jam

    UPDATED: Paul Rosenberg, chairman and CEO of Def Jam Recordings since January of 2018, is leaving his post at the company, a source close to the situation confirms to Variety. Jeff Harleston, general counsel for Def Jam parent company Universal Music Group, will serve as interim chief until a new CEO is appointed; he will [...]

  • Baby Yoda - The Child Animatronic

    Hasbro's Adorable Baby Yoda Animatronic Toy Is Already Sold Out on Disney's Online Store

    The Force remains strong for toys based on Baby Yoda, the breakout star of Disney Plus original series “The Mandalorian.” Less than a day after becoming available for pre-order, Hasbro’s new $59.99 Baby Yoda animatronic toy is no longer available on Disney’s official online store: As of Friday morning, Shop Disney listed it as “sold [...]

  • BTS Leads Spotify’s New Music Friday

    BTS Leads Spotify’s New Music Friday Playlist Rebrand

    Spotify has launched a global rebrand of its popular New Music Friday playlist, which this week features BTS, The Weeknd, Noah Cyrus, Trippie Redd, Kenny Chesney, Rei Ami and others. The revamped playlist, which has 43 versions worldwide, has more than 3.5 million followers in the US and eight million globally. New elements include a [...]

More From Our Brands

Access exclusive content