New research forecasts a further decline in TV advertising revenues in western Europe this year.
TBI publisher Informa Telecoms & Media says the lingering effects of the Eurozone crisis mean that revenues will slide 2% this year after a 5% reverse in 2012.
A separate forecast from Digital TV Research earlier this week singled out western Europe as potentially holding back recovery in the global TV ad market.
The wider picture is more positive with the summer Olympics and a US presidential election spurring 4.6% uptick in global ad revenues last year taking the total to US$158.9 billion.
However, very limited growth in the key US market will inhibit the global picture in 2013, with Informa forecasting a 1.9% increase in worldwide TV advertising revenues for the year
Looking ahead on a global scale, growth will continue to be generally slow, though the soccer World Cup finals in Brazil in 2014 and Russia in 2018 will assist the figures in those years. Another ‘quadrennial’ year in 2016 – where the Olympics will also be in Brazil – will also have a positive impact.
The TV revenue total is forecast to pass the US$200 billion mark in 2018, rising to US$206.4 billion that year.
Informa says that India and China will be key growth markets for TV ad revenues.