TV NAR gloom lifting a shade

20 July 2010

Recent weeks have seen a marked improvement in the short-term outlook for TV NAR (Net Advertising Revenues), with total decline for 2009 reckoned to be in the order of -12.5% after a fourth quarter in which year-on-year decline is now expected to be in the order of -6%

The economic outlook for 2010 remains very uncertain due to the drastic cuts needed in the government’s spending to bring the deficit under control, which could lead to a double dip recession, and the persistence of downward pressures on airtime costs due to structural changes to the TV medium

We have accordingly revised our central case forecast year on year decline in TV NAR from -8% up to -4% in 2010, but it may not be until the London Olympics year of 2012 that we again witness positive growth

Recent reports