AMI Examines Ad Revenue To 2002

A major factor in increasing ad revenue in the future will be the return to advertising by brands, according to a report this week by the Association of Media Independents, which forecasts the impact of the economy on revenue placing particular emphasis on TV advertising revenue.

The report predicts that;

• ITV and Channel 4’s share of TV audiences will drop to 47% by 2002, but revenues will not fall as drastically in proportion

• Television will account for 36% of of total advertising revenue by 2002, at the expense of press and magazines

• A widening range of media opportunities over the next decade will result in affordable advertising, which will arise in conjunction with a recovery of the economy

• Growth in the economy will see an increase in spending on consumer durables such as satellite equipment

• Greater choice of media will create greater choice for the advertiser, resulting in a need to ensure that ad costs are balanced against what the economy can afford