TV adspend increases for six months in a row

TV stations are set for their sixth consecutive month of year-on-year increases in advertising revenue, with total TV spend in October expected to be up 11 per cent.

The news coincides with increased levels of TV viewing and means that, although some stations are still suffering, total TV inflation is less problematic than it was during the summer months when demand outstripped supply.

However, the Merrill Lynch analyst Neil Blackley has this week predicted a decline for December and that ITV's ad revenue would grow by just 0.5 per cent in 2003.

David Fletcher, the head of research at Mediaedge:cia, said: "Different bits of the economy are working in different ways. Although cars and telecom companies are spending, the FMCG and retail sectors are still volatile."

Estimates for October's performance vary, although the total TV market is expected to be worth more than £318 million. Channel 4 and Channel 5 revenues are predicted to exceed the industry 11 per cent benchmark, with ITV not far behind.

Simon Pardon, the managing director at Granada Enterprises, said the improved audiences and revenues vindicated the investment in the channel's schedule.

ITV1's I'm a Celebrity ... Get Me Out of Here! has proven to be a peaktime hit, building audiences of 7.5 million with a respectable 32.3 per cent share.

The series finishes this weekend but Pardon said he was confident that Popstars: The Rivals and ITV's terrestrial premiere of the Star Wars films would continue to boost the network's performance.

ITV's revenue fillip comes as its marketing director, Jim Hytner, unveils a rebranding of the TV network in a bid to create a unified brand. Included in the changes is a new on-screen identity, with regional idents dropped in favour of ITV1 branded ones during networked programmes.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus