The time of annual roundups is upon us, and reflection on advertising and media from the MediaGuardian reveals that television advertising grows and internet ads surge as industry picks up.
Lord Burns, the chairman of Channel 4, recently reflected that when he joined the broadcaster he was told to expect a decline in TV ad revenues of 2% this year. The UK TV ad market has, in fact, turned out to be up 14% year on year and the two biggest commercial broadcasters – ITV and Channel 4 – are in line to do even better, which is proof that the recovery in TV advertising is one of the media stories of 2010.
Internet display advertising surged ahead again in 2010 after the rate of growth stuttered during the recession. Online display advertising, the only element of the internet market to decline in the downturn, also bounced back – thanks largely to Facebook increasingly getting to grips with commercialising its operation. National newspaper publishers also benefited from the recovery in display advertising, but regional titles continue to struggle with declining classified income.