Viacom chief bullish over TV advertising revenues for 2007

TV%20HighlightViacom Brand Solutions (VBS) managing director Nick Bampton is predicting television advertising spend will rise in 2007, despite a sluggish start to the year and forecasts to the contrary.

Bampton is the first high-profile media figure to predict a rise in TV ad spend this year. Most media agencies, which are revising their latest forecasts upwards, still believe net television advertising revenues will fall short of 2006.

According to Group M figures – due to be published later this month – total net TV advertising revenues for 2007 will be £3.407m, a slight drop on £3.423m in 2006. It is expected to see another small drop in 2008.

Bampton, speaking at the Marketing Week TV conference, said TV advertising spend was up by nearly 11% in six years despite an “annus horribilis” in 2006. He added/ “Our figures are showing that TV is likely to grow in 2007.”

He believes the medium is on the verge of a second “golden age”. Meanwhile, Bampton predicted a “major flaw on the horizon” for search, which makes up 75% of total internet spend.

He added: “Products and services are competing increasingly solely on price in this arena, which ultimately means margins start to be eroded.”

In order to succeed, brands would have to establish either an emotional bond with the consumer or raise awareness of the product. He says that this can only be achieved through brand advertising, which will recover.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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