TV media spend to ‘plateau’ in 96

The end-of-year slowdown in advertisers’ TV spend is likely to continue through the first quarter of 1996.

Agencies forecast that ITV will increase ad revenue by two per cent compared with last year, across the first quarter of 1996, with January and February coming in flat and March increasing slightly. ITV’s forecast revenue compares with an increase of 12.5 per cent in the first quarter of 1995.

All commercial TV saw a slowing down in media spend for the final quarter of 1995. Agencies were divided on whether the slowdown indicated advertisers redirecting budgets to support profits following a slow sales year, or the effects of high ITV inflation in the first half.

“The market feels flatter to ITV than it really is,” says David Cuff, broadcast director of Initiative Media. “It will have to get used to it as it won’t be seeing many months of big revenue inflation this year.”

Channel 4, GMTV and satellite channels are forecast to see year on year growth of 14 per cent, 6.5 per cent and 17 per cent respectively.

“A lot of agencies were disappointed with ITV’s audiences and service last year,” says one TV buyer. “Now the market sees money following the audiences and good service.”

Some TV buyers believe the first quarter slow-down is down to advertisers keeping money in reserve for the third and fourth quarters, when the European Football Champ ionships will increase audiences.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here