Television advertising spend will rise in 2007 despite a sluggish start to the year, according to Nick Bampton, managing director of Viacom Brand Solutions (VBS).
Bampton was speaking at the
Marketing Week TV conference, where he said that despite an “annus horribilis” in 2006, TV advertising was up nearly 11% in six years.
Figures from the Advertising Association show that television was the second largest advertising medium in terms of expenditure last year, at 24.1%, beaten only by press at 43.7% (see UK Adspend Passed £19 Billion In 2006).
He added that Viacom Brand Solution’s figures show that TV is likely to grow in 2007, with the medium on the verge of a “second golden age”.
However, Bampton had a word of warning for search, predicting a “major flaw on the horizon”.
He added: “Products and services are competing increasingly solely on price in this arena, which ultimately means margins start to be eroded.”
A recent report from JupiterResearch found that 26% of large advertisers in companies with annual revenues of $50 million or more plan to increase spending on search engine marketing by more than 25% in 2007 (see US Advertisers To Increase Search Spending).
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