Global TV advertising to hit $116bn in 2010
Global net TV advertising is forecast to hit $116 billion in 2010, up 3.7% year on year, according to a new report from Informa Telecoms & Media.
With muted improvements in 2010 and 2011, the ad market is looking forward to 2012, said Informa. The year of the London Olympics (in an ad-friendly time zone for most of the world’s top markets) and the US Presidential elections, net TV advertising expenditure will total US$126 billion in 2012.
Growth thereafter will be slower, though the soccer World Cup finals in Brazil will boost the 2014 figures. The total will be $141 billion in 2015. Asia Pacific (US$34.4 billion) will overtake Western Europe ($33.6 billion), though North America ($47.1 billion) will remain the dominant region.
TV advertising enjoyed a record year in 2008, due in part to the four-year appearance of traditional big events such as the US presidential election, the Olympics and the Euro 2008 soccer championship.
Multichannel TV will only account for 16% of total TV advertising in 2010. It is only expected to grow to 18% of the 2015 total, even though multichannel TV advertising will increase by 42% to US$26 billion.
Magna Global’s latest global television advertising forecast predicts 6.4% growth in constant currency terms during 2010, to $150.7 billion dollars worldwide.