TV looks set to perform strongly in the first quarter of 2005, with increases in advertising revenues seen across all major broadcasters.
Commenting on the predictions, Reece McLachlan of Media Com told MediaTelINSIGHT: “This is an encouraging return to form, TV continues to remain the largest medium contact with consumers. This demonstrates the unique power that TV has in reaching people.”
Channel 4 is predicted to rise by 17%, matched by Sky Media’s revenues also expected to increase by 17%. Commercial broadcaster ITV has been forecast to enjoy a 6% increase in revenue and Five is leading the way with a estimated 19% increase, despite one of Five’s biggest advertisers, Proctor & Gamble pulling its advertising for the first three weeks of the year.
Mediaedge: cia has predicted just over a 14% rise for total TV revenue spend in Q1, with ITV expected to be up by around 10%. Ian Anders of Mediaedge:cia attributes this increase to fast moving consumer goods, food and retail.
John Overend, joint managing director of OPera Media said: “January and February TV revenues are much stronger than expected and way ahead of original forecasts, which is good news for broadcasters. The question is whether it will follow through into April and May.”
Despite a lack of blockbuster programming, agency broadcast directors expect total TV revenues to rise by 11% in the first quarter of 2005, according to a report in Campaign.
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