By
Daniel Knapp


Vincent Létang

After strong contractions of TV advertising markets in Western Europe in 2009 of up to 23% (Spain), 2010 has started with a strong recovery. The focus of this report is the Big Five Western European markets: France, Germany, Italy, Spain and the UK. It combines an analysis of economic recovery trends with how these are echoed in advertising market developments. The report takes an in-depth view, looking at the actual ad revenues of the 'Big 8' European broadcasters reported for 2010 Q2 results, and insights on 2010 H2 trading.

Highlights:

• Television advertising in 2010 will grow, between 3.7% (Italy) and 10.1% (UK). Only the Spanish TV advertising market will decline in 2010 (-2.7%).
• TV will outperform the overall advertising market, recovering more quickly than most traditional media.
• H1 2010 ad revenues reported by all key European broadcasters showed a strong rebound with some broadcasters even posting high double-digit growth (e.g. Telecinco +54%). Other than in Germany, the World Cup was a strong driver, boosting Q2 2010 TV advertising.
• However, macroeconomic trends and trading insights into H2 2010 suggest that H1 pace of recovery is unsustainable. Screen Digest expects low single-digit TV advertising growth for nearly all of the Big Five markets. The total Spanish TV market is even set for a decline in H2.

In this report:

• Western Europe's 'Big 8' television companies: Antena 3, ITV, M6, Mediaset, ProSiebenSat.1, RTL, Telecinco, TF1
• 2009Q1-2010Q2 net ad revenues by quarter, 2010Q3 and Q4 forecasts
• 2010-2014 ad revenue forecasts

Tables and charts included:

• For each broadcasting group (8): advertising revenues (2000-2014)
• For each market (5): total television advertising revenues (2000-2014)

Pages: 18

Tables & charts: 34

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