TV Ad Spend Looks Optimistic for 1st Quarter

Taking average forecasts from three media buyers, TV spend for the first quarter of 2011 is pegged in the region of 7 per cent, with monthly rises of 6 per cent, 12 per cent and 3 per cent respectively for the first three months.

The optimistic forecasts will be welcomed by the UK's commercial terrestrial broadcasters, who are all under new management from this time last year. It bodes well for satellite pay TV giant BSkyB too, which last week unveiled a pre-tax profit rise of 26 per cent in the last quarter, and 10m subscribers.

The anticipated increases in spend follow growth of around 13 per cent - 14 per cent in 2010, despite marketers reining in budgets in the last quarter, and against the backdrop of a 0.5 per cent fall in national output.

Early forecasts suggest there will be a strong start to the second quarter too, with TV spend tipped to jump a further 6 per cent in April, part-fuelled by Prince William's royal wedding extravaganza on 29 April.

Television's performance comes despite cuts in Government advertising pulling out £40m COI money spent during the same period last year.

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