Ad revenues set to increase in 2010

Magna has revised its media advertising revenues forecast for 2010 from a ’1% decline’ to ’3% growth’. However, this year will be as good as it gets until 2015, it cautions.


The new prediction comes on the back of improving consumer confidence and “better than expected” results in the fourth quarter of 2009 for UK media owners.

The revision means a return to growth after two years of decline with the possibility of the media economy reaching the 2004 level of £11.3bn this year. In 2009, revenues were £11bn.

Major broadcasters’ advertising revenues have also “significantly outperformed” market expectations sparking a u-turn in forecasts for TV advertising revenues from 4.3% decline to 3.5% growth. This comes in spite of concerns that the Contract Rights Renewal burden would depress pricing at ITV.

Online will continue to be the UK’s dominant advertising medium, with Magna predicting further growth in 2010. Forecast for search and display have been increased slightly to 12% and 5.7% respectively. This will be driven by the vibrant e-commerce sector, the appeal of online to small and medium-sized businesses and increasing online activity from traditional media-focussed marketers.

Outdoor and radio are benefitting from “pent up demand” from advertisers after record declines last year, though Magna suggests caution will prevail later in the year on the back of renewed concerns over the economy.

Long-term, the picture is also one of caution, reports Magna. Persistently high unemployment and doubts over the sustainability of the recovery means estimates for 2011-2015 have been reduced. In total, the expectation is for media advertising revenues to grow 2.5% to £12.8bn by 2015, compared to the previous estimate of 4.5%.

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