Adspend in the year 2000 is predicted to rise by 5 per cent with
dot.com, radio and digital TV sales teams upping their share, according
to forecasts from CIA MediaLab.
Inflation in the cost of space or airtime is expected to remain
unchanged at around 3.7 per cent, with a 0.5 per cent increase in
The biggest increase in spend is anticipated in the new-media sector,
where total yearly spend will more than double, rising from present
levels of around pounds 46 million to more than pounds 95 million.
’This is a conservative figure,’ said Ben Christie, head of New PHD’s
new-media consultancy PHDiQ. ’I reckon last year’s spend was about
pounds 52 million and this is only the visible banner advertising
market. The bulk of deals are done in content trading or
Christie predicted that advertisers will begin moving away from the
dot.com media campaign formula of radio supported by fly posting and
’It’s become too cluttered,’ he said. ’We’ll see more tactical media
stunts and PR this year.’
The rapid take-up of digital set-top boxes will be good news for Sky and
ONdigital, and Channel 5 will increase its share of adspend. However ITV
will suffer from their success and is expected to take less than 60 per
cent of TV revenue for the first time.
Audiences for classified and national press ads are predicted to decline
in 2000 as more people turn to the net for their news, but display
adspend will rise, fuelled by the need for dot.coms to promote
Radio should enjoy a 12 per cent hike in adspend, taking it over the
pounds 500 million mark. Mike Hope-Milne, head of radio at MediaCom TMB,
said: ’Last year, dot.com businesses went mad for radio and this will
We will also hear more car advertising on the radio when UK car prices
fall in line with those on the Continent.
’More financial advertisers will also come on board when the ’wealth
warnings’ at the end of ads are dropped.’
The regional press, consumer magazine and outdoor markets are expected
to remain healthy, if static.