Enders Analysis have described 2012 as a year of ‘two halves’ for television advertising with a sunny first six months, bolstered by the Diamond Jubilee and London Olympics, more than offset by the dire economy in the second half.
A study produced by the firm showed that the benchmark TV NAR figure for the first half was 2-3% in positive territory but the equivalent figure for the year as a whole stood at just 1-1.5%.
Looking ahead the firm warned: “2013 and 2014 promise to be especially taxing times with significant downside risks due to weakness in the economy, the squeeze on consumer disposable income and beginnings of real fiscal austerity.
“On the upside, we expect negative structural pressures, caused by increases in CI delivery and online growth, to subside and conditions to improve from 2015.”