Euro soccer will overcome Euro crisis to boost TV advertising

European net TV advertising revenues will increase by 5.4 per cent in 2012 to $40.7bn, according to analysis from Informa Telecoms & Media. This follows a three per cent increase in TV advertising revenues in 2011 and one of 9.9 per cent in 2010.

The big increase in 2010 was boosted by improving consumer and corporate confidence along with that summer’s World Cup finals in South Africa. The 2012 increase is also being driven by a major event – this time the Euro 2012 soccer tournament in Poland and the Ukraine.

According to Adam Thomas, Informa’s media research manager: “While economic growth for Europe looks likely to be flat in 2012, our research has found that most European broadcasters expect to post some strong 2Q and 3Q advertising numbers due to the Euros and then the Olympics. A drop-off is expected in 4Q12 but the mid-year boost will be sufficient to ensure that TV advertising comfortably outperforms GDP growth.”