TV net advertising revenue is forecast to grow 10% year on year in 2010, after falling 16% across 2008 and 2009, according to Enders.
The firm has upgraded its forecast from the 4% growth predicted in March. Commercial broadcasters are hoping summer revenues will be boosted by the Word Cup in June, which will see a flurry of advertising activity as brands look to tap into the enthusiasm around the tournament.
Predictions of a stronger TV ad market will buoy broadcasters such as ITV, which has already reported signs of growth. Last month, ITV http://www.marketingweek.co.uk/itv-returns-to-profit-thanks-to-increased-advertising/3010605.article said that the UK ad market is recovering, adding that it expects advertising revenues for the first three months of the year to increase by 7% year on year. This compared with a 9% drop last year.