ITV and Sky Media tipped to outperform 'falling market'

Media agencies expect the TV ad market to decline by between 2 and 3 per cent year on year in the final three months of 2012 - although ITV and Sky Media are both predicted to outperform the market across the quarter.

The X Factor: smaller audiences have affected ITV's ad prices
The X Factor: smaller audiences have affected ITV's ad prices

The TV market is expected to decline by around 3 per cent year on year in October, 2 per cent in November and between 2 and 5 per cent in December, according to agency sources. This is predicted to contribute to a 0.8 to 1 per cent decline in total TV ad revenue across 2012.

Sky Media has been tipped to outperform the ad market in all three months, particularly in October, when media agencies predict it will be the only TV ad sales house with year-on-year revenue growth. Although agencies believe that ITV's ad revenue could underperform the market slightly in October because smaller audiences for shows such as The X Factor could build up deal debt, it is expected to do well in November and outperform the market in December.

Most agencies believe that Channel 4 and Channel 5 could struggle, and many TV buyers suggest the latter's ad revenue could decline by double digits over the quarter.

Channel 5's TV ad revenue increased by more than 20 per cent year on year in 2011, but it has struggled to replicate the performance.

ITV, Channel 4, Channel 5 and Sky Media all declined to comment.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published