SURVEY


PRODUCTION 100 TV FUNDING


Lime’s Hollyoaks


Studio Lambert’s Gogglebox


THE SHIFT OF VIEWING HABITS TOWARDS ON-DEMAND WILL LEAD TO THE DEMISE OF AD-FUNDED TV, SOME FEAR. BUT THE PICTURE IS MORE COMPLEX. AND SO- CALLED ‘TRADITIONAL’ AD-FUNDED BROADCASTERS ARE PEDDLING FAST – BOTH TO PROTECT AND, ALSO, EVOLVE THE COMMERCIAL MODELS ON WHICH FUTURE TV PROGRAMME BUDGETS DEPEND. MEG CARTER REPORTS


no exception. A £5.11 billion-a- year business in 2018 , UK TV advertising – including video on demand (VOD) – was worth £4.35 billion last year . By summer 2021, however,


C


talk was all about the great advertising ‘bounce-back’ with commercial TV revenues on the up thanks to the Euros, Olympic Games, Love Island, and consumer confidence buoyed by the success of the UK’s vaccine rollout.


Autumn 2021 P53 televisual.com


OVID-19 hit many businesses hard in 2020, and TV advertising was


By late July, ITV was


even hailing the worst of the pandemic over as it announced group revenues up by a quarter for the first six months of 2021 to £1.8 billion and revealed it had achieved its largest June ad revenues in its 66-year history . Overall, UK TV ad revenue is


now tipped to grow 15.1% this year – almost doubling the 8.8% previously forecast . As with many things,


however, recovery is relative (See box opposite). In short, all things


considered, TV advertising this year is doing well. But this is against a gradual, systemic shift of advertiser money away from traditional media to new digital ad formats which has been underway for some time.


VIEWING BEHAVIOUR


With people across the UK under some form of lockdown restrictions for most of 2020, TV viewing is looking good. Daily average TV and video viewing by ‘all adults’ rose to 5 hours 40 minutes, Ofcom’s latest annual nation’s media habits study shows . This increase, up by 47


minutes on 2019, was mainly fuelled by people spending 1


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