The latest figures from Thinkbox show that total UK television ad revenue fell 3.2% to £5.11bn in 2017. However, the marketing body for commercial TV in the UK says that momentum is returning to the TV ad market and TV advertising is forecast to return to annual growth in 2018.
The decline, which brings seven consecutive years of growth to an end, has been blamed on a weakened pound and inflationary pressure, which has led some advertisers reducing TV investment.
Lindsey Clay, Chief Executive of Thinkbox said: "Post-recession, TV advertising in the UK had seven consecutive years of growth. But TV hyper-reacts to the economy, good or bad, and recent uncertainty saw growth stall in 2017. That growth is now returning. The pendulum is swinging back to TV. We have more proof than ever that TV advertising drives business growth and outperforms all other forms of advertising. TV is a proven, trusted, high quality environment for brands. And TV’s strengths and unique assets have been thrown into even sharper relief recently following the much-publicised scandals and loss of trust in some areas of online advertising. Advertisers are re-assessing where they advertise and TV is well placed to capitalise."
DTG Staff | 06.03.2018