Analysts Forecast Deepening Woes For Adspend As May Figures Are Released

The most worrying aspect of the May decline is that in terms of year on year comparisons, May ought to have been an easier month that April. Revenues from advertising still dropped by 10.1% in May whilst the April drop was 7.6% strengthening the argument that that the decline is less cyclical that previously hoped (see Forecasts).

UK growth by media

	May-01	Apr-01	Q1 2001	2001 YTD
TV	-13.3	-10.4	-3.8	-7.3
Radio	-12.7	-12.4	1.5	-4.6
Magazines	-0.9	1.5	9.1	5.1
Newspapers	-12.1	-12.8	8.1	-0.7
Outdoor	-11.4	9.7	27	12.9
Cinema	54.1	75.5	52.9	58.1
Total	-10.1	-7.6	2.7	-2.4

Source: ACNielsen, RAB, ABN Amro estimates – June 2001