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Zenith Predicting U.K. TV Ad Spending To Drop For First Time Since '12

A forecast by Zenith revealed that U.K. TV adspend is "set to fall" for the first time since '12, according to Omar Oakes of CAMPAIGN LIVE. The Publicis Groupe media agency’s latest Advertising Expenditure Forecasts said that TV spending "will fall" by 2% to £3.93B ($4.94B) this year. For '17, Zenith said that TV spending "will shrink particularly sharply in the first quarter of the year" -- down 7% -- driven by a 15% decline in retail spending and 12% drop in FMCG advertising. The TV market is "expected to decline less rapidly" in Q2 to 1%. Last year, ITV benefited from "advertising around its Euro 2016 football coverage." Zenith Forecasting Head Jonathan Barnard said, "TV had three very strong years in 2013-2015, when prices rose rapidly, and continued to grow in 2016 supported by the European football. The decline in 2017 is partly a rebalancing in reaction to high pricing, and partly due to the lack of high-profile sporting competitions." And '17 will "see no respite for ailing print sectors," according to Zenith, which forecasts a 6.5% decline in magazine ad spending to £473M ($594.4M) and 6% drop for U.K. newspapers to £1.27B ($1.6B) (CAMPAIGN LIVE, 3/26).

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