The UK’s ‘zombie’ economy—largely flat since March 2022—is due to the cost-of-living crisis weighing on households, with this exacerbated in 2023 by the rising cost of credit. Real private expenditure growth will be weakly positive in 2024 before strengthening in 2025 as headwinds recede

Our 2023 forecast of a nominal rise but real decline in display advertising was realised, with TV’s revenues falling while digital display rose. Advertiser spend online is justified by the channel’s size and growth, worth an estimated £406 billion in 2023

For 2024, much lower inflation and mildly positive real private expenditure growth points to 3-4% display advertising growth, with a stronger recovery anticipated in 2025

Ofcom’s plan to ban inflation-linked price rises creates a headache for most operators, but the financial hit will not be felt for years, if then (depending on their replacement).

Ofcom is correct in pointing out some of the drawbacks of the practice, but it will likely be replaced by an alternative tactic that may well end up being worse for consumers.

The unintended consequences could be significant, with a period of uncertainty for operators, low-end plans less appealing to offer, and poor signaling to investors in the sector.

Market revenue growth was robust in Q3 at 1.4%, but heavily supported by price rises whose effect will wane over the next year.

Broadband net adds remained negative, with pay TV and telephony more negative still, mainly thanks to strained consumer finances.

Declining volumes and waning price rise boosts are likely to lead the market into decline next year, with a recovering economy needed to reverse this.

BT continued to perform well financially in Q2, with revenue and EBITDA growth remaining robust, and full year cashflow guidance nudged up.

ARPU growth remained robust across fixed, mobile and Openreach, but subscriber growth was weaker, especially in mobile and Openreach, and this will become more of a concern if it persists.

Maintaining growth across retail divisions will be a challenge as the price rise effect wanes, especially in weak economic conditions, and while Openreach’s FTTP roll-out is going well, full success is still not assured.

With a difficult price rise adjustment now behind it, VMO2’s subscriber momentum is much improved, in part aided by accelerated network expansion.

Backbook pricing remains under pressure on the fixed network with revenues down 1.2% in spite of sizeable price rises and footprint expansion—upcoming OTS may exacerbate this issue.

VMO2 has thus far only countered the downside of the UK’s fibre revolution. A new approach to branding and expansion of its addressable market are upside opportunities—with the ultimate potential to even deliver improvements on its previous position.

BT got its financial year off to a strong start in Q1, with Group revenue and EBITDA growth of 4%/5% both well on track to hit guidance of merely 'growth'.

Price rises across broadband, mobile and Openreach all landed well, driving strong ARPU growth of 5%/9%/10% respectively, but subscriber growth was likely weak, mainly reflecting a tough environment.

Growth is set to wane across the year as consumer price rise boosts start to re-contract out, leaving Openreach as the main growth driver for as long as the economic environment remains challenging.

ITV’s external revenues saw only a small decline in H1 (-2%), a product of the Studios business’ solid growth (+8%, £1.0 billion) offsetting a very tough period for television advertising, which saw an 11% YoY decline.

Despite the appearance of a contracting market, ITV remains very confident in the continued organic growth of Studios, while the ad market looks to be improving although the full year will be down.

ITVX is growing both in total viewing and the length of viewing session, an outcome of improving the experience and content offering. However, broadcast viewing of ITVX exclusives is lower than might be expected, indicating that cannibalised linear viewing is more of a driver of ITVX growth than ITV seems to suggest.

Vodafone's headline revenue growth of +3.7% is actually a small decline once Rest of World exchange depreciation is accounted for. Europe, however, delivered an improving revenue trend to +0.4%, as signalled at Vodafone's FY results announcement.

The mix and operating trends are less positive, with growth driven by low-margin B2B, and subscriber losses accelerating in German fixed. Investors will be weighing up whether these results are green shoots of a recovery or another false dawn.

Although the company may reach its guided EBITDA on assumed exchange rates, it looks set to fall short in euro terms, which has implications for FCF and dividend cover.

Social tariffs have provided relief for some at a time of household income squeeze and otherwise unavoidable high inflation-driven telco price increases.

Adoption has risen but remains very low, limiting their effectiveness, and more widespread adoption would expose their shortcomings, with the risk of penalizing low cost operators and significantly increasing prices for non-adopters (by up to 20%).

A better approach might be to recognize that affordability issues are narrower but deeper than current social tariffs can address, with fuller, centrally funded subsidies targeted more narrowly at those most in need.

Advertising activity has shifted dramatically from brand-building to activation in the past few years. Advertisers should resist the pressure to spend even more on activation: those that rebalance to brand building can gain a long-term competitive advantage.

Brand advertising works by building up memories and associations, supporting market share and pricing. This is done best by television, print, audio and out-of-home, but in a rapidly fragmenting media landscape online video and display can no longer just be a supporting act.

Investing in proper cross-channel audience measurement and planning will allow advertisers to use brand advertising effectively across all media, as well as supporting broadcaster and publisher ad revenue.