Billetts predict low TV costs in ’09 will attract new advertisers

The current economic conditions mean that TV could become a more attractive proposition for brands previously put off by high entry costs.

This will enable a wider range of brands to benefit from Billetts’ belief that TV delivers higher levels of ROI that other media.

A poor start to 2009 has meant that Billetts has predicted a 10% drop in revenue compared to 2008.

Speaking at MediaTel Group’s Future of TV Seminar Andy Smith, head of TV at Billetts, said that while things will improve in the 3rd and 4th quarter, only 4% and 2% down respectively, a poor first half of the year will lead to a double-digit decline.

Billetts predict that total commercial adult impacts in 2009 will increase by 3%.

The combination of a higher audience with lower revenues mean that the price of TV will be at it’s lowest level since 1993 with a predicted CPT of £4.33 – this means that TV will be 20% cheaper than in 2007.

Short term effects of this will be that TV is a more attractive proposition and will therefore increase its share of the offline mix and therefore attract brands new to TV.

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