More positive TV advertising forecasts lift the sector

The latest in a line of positive advertising revenue forecasts spell good news for the TV industry.

US-based marketing and advertising specialist Warc has collected predictions from agencies, media companies and industry bodies to create a weighted average, which the company says suggests a 4.4% increase in ad-spend this year and a 4.5% rise in 2011. These compare to previous forecasts of 3.8% and 4.3% increases respectively.

The forecasts come after almost all of Europe’s major commercial broadcasters reported healthy upticks in advertising revenues in recent months. Numerous analysts including ZenithOptimedia and GroupM have also upgraded projections.

Warc notes emerging markets will register the fastest growth with mature markets like Japan and Spain remaining slightly depressed. However, the US, UK, Germany and France will all post healthy increases this year and next.

TV and the Internet remain the key growth sectors with the latter growing faster from a smaller base. Globally, TV ad revenues will increase 7.8% this year and 5.2% next.