TV Market Round-Up: July 2010

“As has been the case every month so far in 2010, we have seen inflation across the TV market. An approximate TV advertiser spend increase in July of 18%, accompanied by only a minimal rise in impacts, has seen the cost of TV airtime going up year on year once again across all buying audiences.

The most obvious driving force for this increased spend, aside from overall market resilience, has been the battle between Sky and BT Vision to broadcast their respective sports packages – with BT offering SkySports1 and 2 along with ESPN at a very cheap rate, while Sky continue to increase their number of exclusive and HD channels. Both launched big TV advertising campaigns, alongside their outdoor, press and online, with Sky spending approximately £5.05 million on TV advertising in July, up 206% yoy, and BT spending £4.9 million, up a massive 398%.

With the Premiership football season, the key product for both BT and Sky, not beginning until August 14th we can expect to see a continuation of this spend increase in August as the competition for subscribers continues. Other key advertisers showing significant growth in year on year spend include Cadbury, Halifax, Natwest, and Vodafone.” Oliver Jones, PHD

ITV Franchises

HTV produced the best year on year performance amongst the ITV1 franchise regions, increasing its share of network revenue by 0.29 percentage points

LWT lost the most share of network revenue, reversing the recent upward trend, shedding 0.34 percentage points year on year.

Costs Per Thousand

July’s CPTs saw across the board price rises for all terrestrial channels, amongst MediaTel’s featured audiences. ITV1’s greatest increase came from the Housewives category, up by 29.7% year on year.

For Channel 4 the cost to reach Housewives with Children went up by 33.4%, compared to July 2009’s figures

Meanwhile Five’s biggest CPT price growth was in the Men’s category, inflating by 29.1%.

Commercial Impacts

MediaTel Group is hosting its first ever TV summit on 25th November, with ITV’s Adam Crozier, Walker Media’s Phil Georgiadis and Ebiquity’s Nick Manning.
Click here for more information or to book your ticket.