Magazine article Marketing

No Let-Up in TV Advertising Recession

Magazine article Marketing

No Let-Up in TV Advertising Recession

Article excerpt

No let-up in TV advertising recession

The TV advertising recession is still deepening, according to revenue figures released by the ITV Association this week.

June advertising revenue across the network was 123m [pounds], down 16.6% compared with June last year. And on a six-month moving average, revenues for January to June 1991 were 9.1% down on the same period last year, compared with a 6.4% drop for the six months to the end of May.

"The second quarter of this year has fallen dramatically. We have never seen it so bad," says Andy Bolden head of broadcasting at CIA Billet. The agency was predicting a 4% rise in August sales figures, but has since revised this down to nil.

But the figures may not be as bleak as they appear. The second quarter of last year was distorted by the World Cup, which artificially inflated what would otherwise have been falling revenues.

Those higher summer figures last year are now making themselves felt in year-on-year comparisons. The massive August drop (see grahp), for example, reflects the fact that many advertisers brought their budgets forward to June and July. …

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