Screen Digest: U.K. ad market to recover

New research suggests ITV will lead the charge

LONDON -- The U.K.'s advertising market is set to bounce back to 4.6% growth across the main terrestrial and satellite channels in 2010, according to research from Screen Digest, which suggests that the recovery will be led by commercial broadcaster ITV, which could enjoy an uplift of up to 20% in the second quarter of the year.

The report forecasts a recovery of 7% overall in the first half of the year driven by strong advertising around the soccer World Cup in June, but predicts this is "unlikely to sustain" into the the third and fourth quarter, which will be impacted by tougher-year-on-year comparisons in the second half of the year when compared to 2009.

In 2009 ITV's revenue fell 9% year over year, Channel 4, 10.5%. Five was down 23% and BSkyB down 8%.

"2010 is going to be an interesting year for TV advertising," said Screen Digest advertising analyst Daniel Knapp, who said the 4.6% prediction was "a good performance in these challenging times."