UK television adspend will see modest growth this year, according to a new advertising forecast from ZenithOptimedia.
Zenith says that TV adspend is set to grow by 0.5% this year, moving towards 2% growth in 2008. This follows a 5% year on year decline in 2006.
Globally, Zenith predicts that the 2008 Olympic games will help lift television’s share of the ad market to a record 38.2% in 2008 (see Olympic Games To Lift TV’s Share Of Global Ad Market).
UK Radio adspend is forecast to grow year on year by 1.7% in 2007, up from a decline of 4.3% in 2006.
It adds that the decline in UK ad spend across press and magazines has slowed. Newspaper spending is expected to fall by 1.8% in 2007, compared with a 4.2% decline last year. Magazines are forecast to fall 1.3%, following a 3.3% dip last year.
Both magazines and newspapers are expected to grow in 2008, by 0.1% and 1.1% respectively, whilst Zenith also forecasts revenue growth for regional papers in 2008.
| Advertising Spend Year On Year % Change At Current Prices |
| |
Total |
Newspapers |
Magazines |
TV |
Radio |
Internet |
| 09 v 08 |
5.2 |
1.2 |
0.7 |
1.5 |
1.9 |
19.7 |
| 08 v 07 |
5.3 |
1.1 |
0.1 |
2.0 |
1.9 |
22.7 |
| 07 v 06 |
3.6 |
-1.8 |
-1.3 |
0.5 |
1.7 |
26.8 |
| 06 v 05 |
1.4 |
-4.2 |
-3.3 |
5.0 |
-4.3 |
47.5 |
| 05 v 04 |
3.3 |
-3.9 |
-0.5 |
1.9 |
-4.3 |
65.6 |
| 04 v 03 |
8.3 |
4.5 |
3.7 |
6.9 |
3.6 |
91.0 |
| 03 v 02 |
3.5 |
1.5 |
-2.2 |
0.9 |
6.7 |
107.3 |
| 02 v 01 |
0.3 |
-1.8 |
-5.9 |
4.4 |
1.2 |
18.8 |
| 01 v 00 |
-4.3 |
-2.3 |
-1.9 |
-9.5 |
-8.6 |
8.0 |
| 00 v 99 |
10.7 |
12.1 |
5.0 |
6.6 |
14.7 |
200.0 |
| Source: ZenithOptimedia |
A recent forecast from OPera Media predicted that continued strong increases from the online search and classified sectors will see UK total advertising spend increase by 3.3% this year (see UK Adspend To Increase By 3.3% In 2007).
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