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Ad growth set to fall to '93 levels, Zenith says.(recession of 1993 levels forecasted for advertising revenue)(Brief Article)(Statistical Data Included)
TV advertising revenue in the UK is predicted to fall by 4.7 per cent this year. It will be the first drop in real cash terms since 1979, when there was a TV strike, according to research from Zenith Media.
The research also predicts a drop in global advertising growth to levels not seen since the recession of 1993.
Advertising budgets fell heavily in the first quarter of 2001 owing to shaky business confidence and the crash of the dotcom sector. The research predicts that global advertising budgets will rise by a negligible 1.4 per cent, which means a decline in real terms after adjustments for inflation.
TV in the UK will be particularly hard hit -- dashing hopes of a recovery in the second half of the year. Zenith expects advertising spend to fall to 3.1 billion [pounds sterling] by the end of 2001 from 3.3 billion [pounds sterling] in 2000.
However, Channel 4 and pay-TV channels may buck the trend due to firm demand from younger audiences.
National and regional newspapers are in for a rough ride, ...
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