Television advertising jumps 6.6% to exceed $600 million
Television advertising revenue has bounced back, while gurus look forward to an even better 2011.
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Rich List
Television advertising experienced a 6.6% increase in revenue last year, totalling $606.7 million compared to $569.2 million in 2009.
The substantial $37.5 million increase represents an “impressive performance” for 2010, said Rick Friesen, chief executive of the rebranded New Zealand Television Broadcasters' Council (NZTBC), now known as ThinkTV.
The new ThinkTV is the given industry body representing free-to-air television in New Zealand.
“After feeling the effects of the economic downturn and tightened marketing budgets, television has bounced back,” Mr Friesen said.
The June quarter posted the best performance with 11.27% growth, while total revenue for the December quarter was $171 million, a 4.2% increase year-on-year.
“It is encouraging to see the feelings of optimism flagged in 2010 have been echoed in this improved performance.”
Mr Friesen anticipates a good year ahead for television, particularly considering the Rugby World Cup in September and October.
See tomorrow’s print NBR for more on Rugby World Cup advertising.
In spite of the increase, revenue levels still haven’t recovered from the downswing and are lower than they were in 2004.
Revenue increased steadily since 2001 to hit $666 million in 2005.
After 2005 it went into a downswing, tanking massively to hit a low in 2009 of $569 million.
Television advertising is usually the first to be affected but conversely is usually the leader in the recovery cycle.
The stats:
2004 $643m
2005 $666m
2006 $640m
2007 $654m
2008 $647m
2009 $569m
2010 $606m
Hazel Phillips
Thu, 03 Feb 2011
Thu, 03 Feb 2011
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Television advertising jumps 6.6% to exceed $600 million
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