Global TV advertising to reach US$123bn this year
March 25, 2008 – Global net TV advertising revenues will grow 5.8% this year to reach US$123bn, according to a new report from Informa Telecoms & Media, despite fears of a global recession.
The report, entitled “Global Net TV Advertising Forecasts”, highlights that this is an improvement from the 3.5% global rise last year, thanks in part to a positive impact from the upcoming Beijing Olympics. Out of this year’s total, global net pay TV advertising will bring in US$18bn, a sum which has doubled in the past five years.
Global net TV advertising forecasts
| US$ million |
2007 |
2008 |
2009 |
2012 |
| Asia Pacific |
25,857 |
27,705 |
28,811 |
33,134 |
| Europe East/Middle East |
6,203 |
7,037 |
7,829 |
10,321 |
| Europe West |
31,001 |
32,153 |
33,117 |
38,923 |
| Latin America |
8,918 |
9,597 |
10,246 |
12,574 |
| North America |
44,087 |
46,267 |
47,008 |
53,139 |
| Global Total |
116,066 |
122,760 |
127,011 |
148,092 |
Source: Informa Telecoms & Media
While global net TV advertising will rise by 21% to reach US$148bn in 2012, Simon Murray, author of the report, comments that: “Net pay TV advertising will grow at a much faster rate – up 39% over the same period – to reach US$25bn by 2012, or 17% of total TV advertising.”
Mr. Murray added: “These figures are for net advertising. Informa believes that this is the first time that TV advertising forecasts for this many countries (44 in the report) have been homogenised and reflect only the revenues received by the channels and the networks. We have extracted agency commissions, production costs and, most importantly, we have removed discounts.”
The UK is expected to account for the highest proportion of pay TV advertising as a proportion of total TV advertising this year, at about a third, while Korea and Canada will follow at 30%
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