Broadcasters baffled by indication of ad revenue slump
By Jeremy Lee,, campaignlive.co.uk, Friday, 06 February 2004 11:00AM
LONDON - Following two months of growth in the TV market, early indications show that the broadcasters are bracing themselves for a disappointing March.
Agencies, all of which have now signed up to the Contract Rights Renewal procedure, are expecting the month's revenues to be down by about 4%, with all TV stations hit by the slump.
Significantly, this could mark the first time that ITV's share of TV revenue has slipped below the 50% mark, even though it is expected to outperform the growth in the market in February. Shares in the merged ITV plc began trading on Monday.
Broadcast directors are baffled by the predicted decline, particularly as Easter is in early April this year. Normally, this would lead to additional money coming into March as advertisers seek to capitalise on the forthcoming Bank Holiday break.
John Overend, the investment director at PHD, said there was no single category responsible for this decline. "Everyone's scratching their heads wondering why it is so poor. It should be good because of the early Easter."
In January, the TV market was up 2% and in February it is expected to grow by 4%, with ITV, buoyed by audiences tuning into 'I'm a Celebrity...Get Me Out of Here', taking 5% more ad revenue than it did in the previous year.
Despite ITV appearing to bear the brunt of the March decline, Overend says this is because it is the market leader and not because it is performing particularly poorly.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Senior Manager - Brand EMR £80000 - £90000 per annum + Car & benefits , London
- Senior Marketing Campaign Analyst Perfect Marketing People To £38k, Manchester
- Head of Marketing Ninesharp £50000 - £60000 per annum + Benefits, City of London
- Head of Datacentre Engineering JM Digital £110000 - £120000 per annum + Bonus + Benefits, City of London
- Majority of 15m Twitter users in the UK follow a newspaper
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- International Women's Day: 'You make your own luck' says Cheryl Giovannoni