2012 has been a year of two halves, with TV NAR up by 2-3% in H1, plus the feel good factor of the Diamond Jubilee and London Olympics, but down by 1-1.5% across the full year as economic conditions have worsened in H2 2013 and 2014 promise to be especially taxing times with significant downside risks due to weakness in the economy, the squeeze on consumer disposable income and beginnings of real fiscal austerity On the upside, we expect negative structural pressures, caused by increases in CI delivery and online growth, to subside and conditions to improve from 2015
The linear TV broadcast industry has kept its oligopolistic structure remarkably intact over the last 50 years against a background of much technological innovation and re-regulation, but now faces a new wave of innovation that promises growth of non-linear at the expense of linear True disruption can only occur by solving the device challenge of developing on a mass scale new, compelling and innovative ways to access content, but so far non-linear has achieved a very small share of total viewing while linear viewing levels are as high as ever Although non-linear viewing may become substantial, it is unlikely to result in fundamental change in the distribution value in the industry
The broadcast and online success of the London Olympics and Paralympics, though never in doubt, was beyond expectations.
Despite the large growth in mobile devices and rise in social media, audience data underlined the importance of live viewing on the TV set in the living room.
Although commercial audiences (other than Channel 4) took a battering, the Olympics/Paralympics was a blip and unlikely to harm budgets across the full year or have significant knock-on consequences in 2013.
YouView, the hybrid DTT/IPTV service backed by the public service broadcasters, is here, but with an initial retail box price of £300 it will be heavily dependent on the subsidies offered by ISP distributors BT and TalkTalk The TV market has evolved since YouView’s conception in 2008, with many other internet-enabled options now available; its managed and integrated approach gives it some advantages but doesn’t make it a ‘must have’ We expect YouView to mainly appeal to Freeview and BT Vision upgraders and project take-up between 1-3 million TV homes by 2015, though if the product improves and pricing falls dramatically it could see faster growth
Further sharp year-on-year declines in viewing share by the leading commercial PSB channels, ITV1 and Channel 4, in Q1 2012 run contrary to the general stabilisation of viewing trends as Digital Switchover nears completion
The Channel 4 decline is more easily explained by exceptional factors, while closer examination of NAR trends suggest that ITV Family NAR has performed less well in recent quarters than results releases suggest
Once past Digital Switchover, digital convergence trends appear less of a threat towards the future stability of ITV and Channel 4 family viewing trends than the competitive threat from Sky as it raises its investment in UK programme origination
With the economy drifting sideways, we have set our centre case forecasts at 0-1% average annual growth in TV NAR and assigned a low probability to a repeat of the hyper-cyclical downturn of 2008/9
Comparative international data show a pervasive long term weakness in display advertising trends across the developed world, while emerging markets in Asia, Latin America and Central/Eastern Europe take an increasing share of global budgets
With digital switchover near completion, channel viewing shares across the main commercial groups should stabilise, but internet advertising, especially online video, will exert a negative structural downward pressure on TV NAR over the next three years at least
The launch of Netflix in the UK and Ireland has ignited the debate on the threat from over-the-top video to pay-TV services from Sky, Virgin Media and BT
Unlike in the US, Netflix’s UK prospects and those of competitors such as Lovefilm, are fundamentally limited, given the availability of low priced pay-TV with strong on-demand components included for free
The impact of Netflix on the UK pay-TV industry is therefore likely to be even smaller than the (hard to discern) effect it has had in the US
Nearly a year after rolling out Google TV in the US, Google has confirmed plans to launch its ‘smart TV’ operating platform in Europe and the UK by early 2012
To date, Google TV in the US has been a disappointment, with little broadcaster support and, until recently, expensive devices, resulting in low adoption
The content issue is likely to dog Google TV, both here and in other European markets; access to key broadcaster TV and video programming will be a major challenge
We have revised our central case forecasts of total year-on-year NAR (Net Advertising Revenue) growth in 2011 from 5% to 1%, as the advertising outlook has progressively worsened since mid April
2011 is marked by a further round of consolidation in airtime sales and a number of noteworthy channel and programming changes
Channel 4 Sales, and above all its flagship Channel 4, appears the most challenged of the leading market players, while we expect the ITV group to continue to outperform the NAR market in the rest of 2011 and 2012
Q1 2011 TV NAR (Net Advertising Revenue) has delivered strong year-on-year growth of about 8%, yet the monthly variations are large, with a predictably sharp decrease in March based on past year comparatives countered by a large Christmas-style upswing in the Easter and Royal Wedding month of April
After several years of decoupling total display and TV advertising trends from those in the broader economy due to negative structural causes, the underlying positive correlations are expected to reappear as the structural factors subdue
The general economic outlook suggests stable growth in TV NAR during 2011 of about 5%, remaining flat to marginally positive in real terms beyond 2011 as long as conditions of weak economic growth last, but with significant risks of a sudden sharp downturn in the short to medium term