TV audiences in the UK increase but ad revenues drop, broadcasters brace for impact

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 17, 2020, 12:12 PM UTC

Nielsen shares, ad spends in the UK reporting a 27% drop YoY across media channels in March.

Broadcasters across the UK are expecting revenue drops in advertising, even as they record an increase in their TV audiences amid the pandemic. Brands that were planning to activate on events such as Euro 2020 have been forced to suspend their plans.

ITV expects a 10% ad revenue drop in April, while Channel 4 is expecting business cuts and staff absences. However, some FMCG and retail brands are still looking towards TV ads to communicate with their audiences, as TV prices have fallen.

To encourage brands to spend on ads, broadcasters are waiving off certain fees and offering the best spots available. Further, some broadcasters like ITV are tapping into their content archives given the lack of new content.

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