By the usual industry measures, Zenith Media has calculated that advertisers spent $24 billion on European TV last year, of this figure, $21 billion is thought to have been received by broadcasters. This represents 30% of total display media ad spend, a share that is slowly rising.
By 2006 Zenith predict that 98% of European homes will have TV. Total cable and satellite penetration is 38% today, but is expected to rise to 57% in this time.
The UK currently ranks as Europe’s second heaviest pay-TV spender, generating a revenue of $2,751 million. Zenith Media has forecast that $15 billion will be earned from European pay-TV in 1997.
Zenith Media: 0171 255 1221
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