TV confidence is on the rise, Advertising Association reveals

Further evidence that TV is regaining the confidence of advertisers is reflected in new figures showing it to have been the best performing medium in the third quarter of this year.

It attracted £847 million in ad revenue, an increase of 9.3 per cent over the same quarter last year, according to a new survey commissioned by the Advertising Association.

But TV's fortunes are in contrast to those of national newspapers, which saw their ad revenue drop by 1.6 per cent to £444 million, a decline of 3.1 per cent in real terms after adjusting for inflation.

Nevertheless, the figures show a significant increase in UK adspend for the third quarter to £3,349 million. This represents a rise of 3.6 per cent over the similar period in 2001, or 2 per cent in real terms.

Bruce Haines, the IPA president, said: "For advertisers who have been out of the public eye for a while, TV remains the fastest way to get a brand back to prominence. These figures suggest a flickering candle at the end of the tunnel but there's still a long way to go."

The only sector to come anywhere near TV's performance was direct mail, where spending increased by 8.6 per cent - or 6.9 per cent in real terms - to reach £554 million.

Outdoor contractors also saw fortunes improve with an increase of 5.1 per cent (3.5 per cent in real terms) to £183 million. Regional newspaper spending was up by 2 per cent to £713 million, while consumer magazines saw ad revenue rise to £190 million, an increase of 1.9 per cent.

Radio adspend remained virtually static. Although the figure grew by 0.7 per cent to £120 million, this was a decline of 0.8 per cent in real terms.

Business magazines' combined adspend tumbled from £318 million to £288 million, a drop of 7.4 per cent in real terms.