Manning Gottlieb OMD’s latest expert industry insight
At first glance, you may believe that there does seem to be some evidence of the rumoured economic slowdown carrying over into the advertising industry.
Revenues are down across all terrestrial channels on 2007, but overall revenue is only down by 0.4%.
The majority of revenue that has come out of ITV1, C4 and FIVE has been re-invested by the market into digital channels as advertiser spend follows the viewing shifts already seen.
ITV actually performed slightly better than would normally be predicted in January, with Adult viewing down by just 0.5% on 2007, with the strong performance of Dancing on Ice in particular helping this.
C4’s weaker schedule would also have helped, with the lack of Celebrity Big Brother on C4 leaving adult viewing down by 15.5% y-o-y.
FIVE was also down by nearly 6% on last year's levels, with its usual line up of US drama unable to help significantly.
As usual, the natural uplift in digital homes has helped multichannel viewing, with impacts for Adults up by 11% on last year's levels.
The main winners within this include FIVE Digital, which has seen massive growth since its 2007 launch (66% in Jan) and IDS, which is still seeing the positive effects of Dave in particular.
ITV Digital is up by 25%, but this can be attributed to the addition of the CITV channels to their sales portfolio.
As seen in previous months, P&G are leading the market in terms of advertiser spend, with retailers (Tesco, M and S and Morrison’s) seemingly attempting to overcome the consumer spending crisis by spending heavily at the turn of the year.
Pharmaceutical brands are heavily spending as expected for mid Winter (especially due to the norovirus hype in the media) and the travel and transport enter the top 10 for the holiday planning season.
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