London—Global TV advertising revenue is predicted to reach $149 billion this year, an increase of 3.8% over last year, according to a new report, “Global TV Advertising Forecasts: Looking Beyond the Rate Card,”
which was issued Thursday by Informa Telecoms & Media.
Last year, global TV ad revenue increased 10.3%, driven in part by an economic rebound and the soccer World Cup finals. “The fairly conservative increase expected in 2011 is driven by a perception that the global economic recovery is not yet on a solid footing,” Adam Thomas, media research manager at Informa Telecoms & Media, said in a statement. “But this is not the only factor limiting the ad market. Audiences are being fragmented by greater programming choice. This has given advertisers greater channel choice and enabled them to negotiate lower rates.”