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Tag: Advertising Association

  • Television ad revenue in UK touches new high in 2014

    Television ad revenue in UK touches new high in 2014

    NEW DELHI: The total television advertising revenue in the United Kingdom increased by six per cent in 2014 to reach a new record high of ?4.91 billion.

     

    This is the fifth consecutive year that TV ad revenue has grown in the UK, according to full year revenue figures provided to Thinkbox, the marketing body for commercial TV in the UK by the UK commercial TV broadcasters.

     

    The figure represents all the money invested by advertisers in commercial TV: linear spot and sponsorship, broadcaster VoD, and product placement. 

     

    TV advertising investment is forecast to grow again in 2015. The Advertising Association/Warc predicts TV ad revenue to grow by 5.5 per cent in 2015.

     

    TV advertising prices in 2014 were some 40.7 per cent cheaper in real terms than 20 years ago and commercial TV dominated viewing with viewers watching 45 ads a day. Around 65.8 per cent of TV set viewing in 2014 was to commercial TV channels, meaning that the average person watched two hours and 25 minutes of commercial TV a day.

     

    A significant trend in TV advertising is the increasing investment from online brands and services, such as Amazon, Google and Netflix. Based on data from Nielsen, which details advertising investment, when online brands and services are grouped together they form the second biggest spending category on TV having doubled investment since 2010 to over ?400 million. According to Nielsen, in 2014 Amazon and Google each invested ?10.5 million in TV advertising in the UK for their online services and Netflix invested ?8.5 million.

     

    There were 800 new or returning advertisers to TV in 2014 (returning after no TV advertising for at least five years), based on Nielsen and Sky’s AdSmart data. Notable new or returning investors were Ryanair, Booking.com and Swinton Insurance.

     

    Commercial impact – the number of TV ads watched at normal speed – during 2014 decreased by 3.3 per cent compared with 2013 but have grown by 27 per cent over the last ten years. The average viewer watched 45 ads a day – seven ads more a day than ten years ago. Collectively the UK watched an average of 2.65 billion ads a day in 2014.

     

    Thinkbox chief executive Lindsey Clay noted that 2014 was the fifth consecutive year that TV advertising revenue had increased in the UK. 

    “Confidence in TV advertising reflects its unrivalled ability to create business profit and sales. It is also a testament to the brilliant content invested in by the UK broadcasters and the unique qualities of TV as a medium. No other form of advertising can do what TV does. And, as TV viewing evolves to become more flexible for viewers, this is opening up new opportunities for brands to harness its power,” she said.

  • WB govt removes HRBC hoardings to get a better view

    WB govt removes HRBC hoardings to get a better view

    MUMBAI: KOLKATA: Power doesn’t imply license to do as you please, or does it?

     

    Barely a month since the Mamata Banerjee government shifted office to the 14-storeyed Hooghly River Bridge Commissionerates Building on the west bank of the river Hooghly, the administration has started removing the over 75 to 100 hoardings on site just to facilitate a better view of the surroundings.

     

    Advertising companies which had bought the hoarding space for a good three to five years are distressed with the state government’s decision which has forced them to look for alternative sites to get mileage.

     

    West Bengal Outdoor Advertising Association treasurer and grievance committee convener Ashif Kumar Biswas told indiantelevision.com: “Brands present in Avani Mall, building material companies like cement, rods, preferred these sites as Konna Expressway is under construction. Moreover, since this is the gateway to Kolkata, many brands would choose these hoardings.”

     

    A government official meanwhile said the hoardings were cluttered and whenever officials looked out of the window for refreshment, they caused a barrier. With the 18th century ‘Writers’ Building’ having been vacated for restoration and renovation, West Bengal chief minister Banerjee and team will have to work out of the Hooghly River Bridge Commissionerates building for quite some time. Unlike her previous office that was located on the first floor of ‘Writers’ Building’, Banerjee’s new office is on the Commissionerates building’s top floor.

    With advertisers having paid top tax to Howrah and HRBC authorities for hoarding space, “The state government is likely to lose around Rs 50 lakh per annum,” said Biswas, adding that the hoardings are huge in size measuring around 40×40 or 40×20 feet. “We have requested the state government to regularise them, instead of removing the hoardings altogether,” he said.

     

    It is learnt one of the advertisers, a small media agency, bid for two sites after taking an advance from an FMCG company, which selected the hoardings for their winter campaign. Other advertisers said the decision to remove the hoardings at one go reflects on the lack of policy of the present government.

     

    Biwas however is hopeful the state government will sooner look into the matter. He even hinted that authorities are happy with smaller hoardings and that the association is ready to come to terms with them.

  • UK ad spend holds steady in Q1, to gain steam in 2012 on back of Olympics

    MUMBAI: The advertising spends of UK have remained steady despite turmoil in the global economy.

    In the first quarter of 2012, UK‘s ad spend increased by 1.1 per cent, according to Advertising Association /Warc study.

    UK ad expenditure is expected to improve over the year, reaching overall growth of 2.5 per cent in 2012 with forecasts of a further rise of 4.4 per cent in 2013.

    The ad expenditure is predicted to reach a value of ?16.8 billion in 2012 and ?17.4billion in 2013.

    The report provides the comprehensive measure of UK advertising activity. It includes an overview of advertising spend by individual media, encompassing print, TV, internet, radio, cinema and out of home.

    Internet spend is estimated to have grown by 11.1 per cent in Q1 2012 compared with Q1 2011 and is expected to remain strong throughout the year, with a forecast of 10.1 per cent growth and an overall value of ?5.3 billion in 2012.

    Out of home saw a 3.1 per cent increase in Q1 2012, in a year when Olympic and Paralympic Games are expected to drive overall growth by 4.1 per cent to ?0.9 billion.

    Radio grew by 6.9 per cent in Q1 with forecasts of 3.8 per cent (?0.4bn) in the year overall.

    As per the report, the government ad spend is set to increase faster than any other category in 2012 which is traditionally a strong source of radio revenues. Cinema expenditure increased by 9.5 per cent in Q1 with a positive forecast of 3.1 per cent for 2012 (?0.2bn) as a whole.

    Meanwhile, the television ad spends fell 0.7 per cent in the quarter but is expected to remain broadly steady with 0.3 per cent growth (?4.2bn) for the year.

    The study revealed that the spend was weakest in press, with a decline of 10 per cent. Overall, press is forecast to fall by 5.1 per cent in 2012 (?3.7bn), though spend is predicted to stabilise in 2013.

    Advertising Association chief executive Tim Lefroy said, “In the face of global economic uncertainty, UK advertising holds a steady course. Evidence shows that advertising invigorates GDP growth, so a healthy ad market is good news for the whole economy, not just advertisers.”

    Warc data editor Suzy Young added, “It remains a very short term market. There is some evidence that TV advertisers, for example, have brought budgets forward to Q2 from Q3 to get the benefit of marketing spend now as prospects for the rest of the year remain unclear.”