Magazine article Marketing

TV Revenues Drop in Wake of Attacks

Magazine article Marketing

TV Revenues Drop in Wake of Attacks

Article excerpt

Commercial television has been thrown into turmoil in the aftermath of last week's terrorist attacks on the US. There is speculation that ITV revenues for December will fall to [pound]116m, almost double the dip predicted before the crisis.

Media agencies are considering adjusting their forecasts for commercial TV revenues for December downwards in the wake of the disaster, to take account of decreased spend by airlines, travel firms and other major advertisers.

Before last week's attacks, agencies estimated that ITV revenues for December -- used as the benchmark for the market as a whole -- would be down by 8% year on year to around [pound]125m. This was better than the average for 2001, in which ITV revenues are expected to be down by 15%.

However, agency sources now suggest ITV revenues for December will dip to around [pound]116m, down 15% year on year. There has been a general consensus that the outlook for advertising revenues remains extremely poor, although no agencies were willing to be quoted on the record. …

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