Merrill Lynch Forecasts Show ITV Revenue Down 15% In 2001
Jack Myers Reports today quotes UK ITV advertising revenue forecasts from Merrill Lynch, which estimate that revenues will be down by 14.6% this year and come in flat the following year.
The 14.6% decline for the full year matches MediaTel’s agency estimate collations for the calendar year to July, which show a 14.5% fall on average (see Forecasts). This suggest that in the coming months ITV’s revenues decline will not deteriorate further to any great degree, but nor will it improve sufficiently to pick up the full-year average. Despite this, the run up to Christmas is expected to be poor for ITV.
In the year to September ABN Amro’s analysis of MediaTel data predicts a 14.7% decline.
| ITV Advertising Revenue Forecasts | ||||||||
| 1998A | 1999A | 2000A | 2001F | 2002F | 2003F | 2004F | 2005F | |
| Net ad revenue (£m) | 1,834 | 1,939 | 2,029 | 1,732 | 1,732 | 1,841 | 1,927 | 2,010 |
| Year on year growth (%) | 4.7 | 5.7 | 4.6 | -14.6 | 0.0 | 6.3 | 4.7 | 4.3 |
| Source: Merrill Lynch, 09/01 | ||||||||
