Dublin-based research firm Research and Markets is offering its forecast of global advertising revenues. It sees total global advertising revenues, currently estimated at 340 billion Euros annually, will experience steady declines for the next four years - largely as a result of continuing transformational changes in media markets.
Despite the overall declines, the firm forecasts growth in TV ad markets. The report suggests that in 2016, global TV advertising revenues will be 21% higher, pay-TV revenues will be 12% higher, and public financing & licensing fees will increase 7%. Some of that growth will come from continued expansion and improvements in TV ownership - 9.4% growth in TV households (passing 1.5 billion globally), with the share of digital TV households growing to 77.6% (both by 2016). The report also suggest that the source mix for TV will continue to change, with cable and terrestrial services loosing market share to satellite and IPTV services.
Source - Forecast: TV Ad Revs Growing, Overall Revs To Dip, MediaDailyNews