Long-Term ITV Revenue Forecasts From Carat
ITV’s share of advertising revenue is set to fall to 46.7% by 2007, down from 56.5% in 2001 and from 74.8% in 1993. According to forecasts from media buying agency Carat, the Network’s share is to see a fairly constant decline over the next five years as competition for adspend from pay-TV channels increases.
In 2002 ITV’s revenue share is predicted to finish at 54.7%, down 1.7% points on last year. A similar rate of decline is forecast through to 2007.
After a huge 13.5% decline in airtime revenue last year, ITV’s gross adspend is set to gradually increase between now and 2007, according to the forecasts.
The latest estimates, based on trading and bookings, suggest that this year will be down by 1.4%; 2003 is predicted to be flat and positive growth should return in 2004.