Articles

19.1.2011 Global TV revenues rise

Television advertising expenditure rose by nearly 6% worldwide in 2010, but the importance of commercial communications to the industry is slowly decreasing. Research firm IDATEestimated that total TV revenuesexpanded by 7.1% on an annual basis last year, hitting €289.2bn. This considerably improved on the acceleration of just 0.6% in 2009, reflecting the strengthening economic climate. Adspend grew by 5.8%, while public financing jumped 6.9% and pay-TV sales leapt 8.4%, indicating a broader transformation which is impacting the category.

Until 2008, advertising supplied around 47% of turnover, measured against 44% for pay-TV, amounts shifting to 43% and 48% in 2009, as brand owners slashed budgets in the downturn. In 2010, ads contributed 43% of all returns, with pay-TV delivering a further 48%, reinforcing the longer-term trend.

The US retained its position as the world's largest outlet in 2010, boasting a turnover of €103bn, up 4.5% after a 0.7% decline in 2009. European figures climbed 6.6%, reaching €84.4bn, as the UK registered a 6.2% expansion, France logged a 5.3% increase and Germany saw a modest 1.2% lift. Asia Pacific posted a 9.1% uptick - holding a 22.3% share overall - but while India witnessed a 13.3% improvement and China yielded a 12.2% surge, Japan only recorded a 3.9% rise. Latin America experienced a 12.8% gain, although Brazil still receives 44% of regional expenditure. Africa and the Middle East observed 16.9% growth, attracting a joint 3.6% of global income.

B.L. 19.1.2011