TV Revenue Forecasts – ITV Share Down To 67% By 1997

TV Revenue in the future is expected to decline, according to estimates from Carat Research. These suggest a 10% increase in TV advertising expenditure this year, as against 11% in 1994 (at current prices).

Carat expect this decline to continue over the next two years, with increases restricted to 9% in 1996 and 8% in 1997. According to Carat, this reduction in growth “seems to reflect current economic trends with most indicators showing the recovery to be running out of steam.”

ITV’s share of total advertising expenditure will fall to 67% in 1997, compared with 78% in 1992 and 72% in 1994; this is a result of increasing competition and audience decline.

Channel 5 is expected to find it hard to attract more than £120m in ad revenue in 1997 – most of this will come from advertising budgets that would otherwise have gone to ITV. Channel 5’s share is likely to be 4% compared with Channel 4’s 19% and the satellite channels’ 6%. Carat: 0171 344 0070