According to the National Economic Research Associates latest survey of television advertising expectations, advertising agency confidence in the television market is continuing to improve.
The August survey of leading ad agencies showed that agencies’ confidence in the TV advertising market remains “above normal for the time of year” for the eighth month in succession.
Despite the rise in market confidence the survey shows that larger firms show continued optimism due to “economic climate” and “new business” but that smaller firms continue to report only low levels of confidence.
The survey’s forecast for total net advertising revenue for 1993 is £1.89b, (£1.86 billion in 1992 prices) compared with an actual revenue of just below £1.8b in 1992. (This figure includes cable and satellite). This represents real growth of just over 3% on 1992. The main area where agencies are expecting growth is in the cable and satellite market: 3.6% of clients’ spending goes on cable and satellite compared to 2% in October 1991.
JONATHAN WILCOX, NERA 071 629 6787
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