Global TV advertising to get kick from 2014 World Cup

Joseph O'Halloran | 14-11-2013

New research from Informa Telecoms & Media has revealed a more bullish than previously expected global TV advertising market over the next 12 months.

The new Global TV and OTT Video Advertising report calculated that global TV advertising revenues are set to climb by 5.2% in 2014 to reach $171 billion driven by improving consumer and corporate confidence along with the summer's World Cup finals in Brazil. This follows a 1.9% increase expected for 2013.

Regionally, the Americas are set to be the market leader, generating $85.6 billion - a year-on-year rise of 5%. This will be flowed by Asia Pacific with $43.1 billion, up 5.6%; Europe $34.8 billion, rising 3.2%; Middle East and Africa showing an impressive 11% growth to $7 billion.

Focusing on the latter, Informa projects that the region will grow at a CAGR of 10.2% in the 2013-2018 period, leading to a total of $10 billion by 2018.

Commenting on this rapidly growing region, Adam Thomas, Informa media research manager, said: “The difficulty that has faced the MEA for many years is that most of its channel ratings measurement has been very old school … For now, this negative perception continues to hold back the sector from greater growth. But the launch of more sophisticated people-meter technology in the UAE, for example, is a positive early step to address this. I’m expecting that this movement towards more advanced measurement will continue over the next few years and our forecasts assume revenues will grow as a result.”