Zenith Uk Television Forecasts

Zenith have announced the publication of ‘UK Television Forecasts to 2003’ projecting revenue and audience trends for the UK TV market over the next ten years.

Total real advertising expenditure is forecast to rise by 1% this year and 2.7% in 1993. Television advertising revenue will grow, in real terms, by 2% in 1992, whilst GDP falls by 1%.

Satellite homes penetration will increase from 14% of UK homes to 16% by the end of 1992, and 23% by 1993. Subscription revenues will rise to over £400m this year, plus £60m advertising.Channel Five is predicted to have a 16% penetration of all UK homes by 1994, rising to 73% by 2003 as the local city service expand across the UK. (The initial launch will be in London only.)

At the expense of the BBC, whose share of viewing will fall from almost half currently to one third by 2003, TV viewing share to satellite channels will increase from 5% of total viewing in 1992 to 21% by 2003.

Daily television viewing, by the average television viewer, currently standing at 3 hours and 45 minutes of TV daily, will increase to over 4 hours by 2003. £ To Continue.. ITV revenue is expected to remain fairly static in real terms through to the end of the century, whilst Channel Five and satellite channels will rise.

Channel 4, selling its own airtime, will see real revenue growth ahead of ITV in both 1993 and 1994. As with ITV the channel will also lose out to increased audience share by both satellite channels and Channel Five.

The new GMTV over the next 10 years is not expected to be able to generate revenues as high as those of TV-am over the last few years, and is likely to be most affected by satellite competition due to the disproportionately highnumber of children (1 in 5) who have access to satellite TV. MEDIUM TERM TV REV. SUMMARY (YR/YR %CH)

MEDIUM TERM TV REV. SUMMARY (YR/YR %CH)

Copies of the report can be obtained from Frank Harrison, Zenith Media at a cost of £200 per qtr.

Tel: 071 224 8500