Thursday, 3 June 2010
The good and bad news on UK media advertising
Mark Sweney on MediaGuardian today has good and bad news about advertising forecasts.
The good is that Sir Martin Sorrell's Group M has "dramatically" raised its forecast for the UK advertising market in 2010, from flat to 4.2% year-on-year growth. Group M, WPP's combined media buying operation, expects a particular surge in TV advertising, revising its forecast from an overall decline for 2010 to a year-on-year increase of almost 12%. National newspaper advertising, which had been predicted in December to be down 6.6% this year, is now expected to be down just 2% this year and to show growth of 2% in 2011.
The bad news is for regional newspaper advertising, with Group M forecasting an ad revenue fall of 7% in 2010. The forecast is for a further 4% fall in 2011.