A major factor in increasing ad revenue in the future will be the return to advertising by brands, according to a report this week by the Association of Media Independents, which forecasts the impact of the economy on revenue placing particular emphasis on TV advertising revenue.
The report predicts that;
ITV and Channel 4’s share of TV audiences will drop to 47% by 2002, but revenues will not fall as drastically in proportion
Television will account for 36% of of total advertising revenue by 2002, at the expense of press and magazines
A widening range of media opportunities over the next decade will result in affordable advertising, which will arise in conjunction with a recovery of the economy
Growth in the economy will see an increase in spending on consumer durables such as satellite equipment
Greater choice of media will create greater choice for the advertiser, resulting in a need to ensure that ad costs are balanced against what the economy can afford
