News

World Television Market

27/08/2010
Global market worth 259.3 billion EUR
World Television Market


In the latest edition of its half-yearly report “The World Television Market” IDATE estimates that the worldwide television market in 2009 was 259.3 billion EUR, declining 0.5% compared to 2008. In effect, the industry did not escape the consequences of the global economic crisis; the crisis particularly affected television advertising revenue.

“The worldwide television market was, in 2009, primarily affected by the drop in advertising revenue of 7.9%, which could not be compensated for by paid television or public funding”, comments Florence Le Borgne, director of TV & Digital Content Business Unit at IDATE. ”These two sources of revenue increased 6.9% and 3.7% respectively.”

 

Up until 2008, advertising was by far the primary means of funding for the industry, generating about 48% of the sector's revenue, compared to nearly 43% for paid television and 9.4% for public funding. In 2009, the situation reversed itself and paid television accounted for 46% compared to 44% for advertising. In the years to come, IDATE predicts this trend will become more pronounced and estimates that paid television should generate more than 48% of revenue of the worldwide television market by 2014.

Advertising revenue per media

As a result of the global economic crisis, advertising investment for all media combined declined by 11% in 2009. Television, which has been the primary media invested in ahead of newspapers, has see a drop in advertising revenue of nearly 8%. Despite this, the importance of television in the advertising market (all media combined) remained stable at 41.4%.

Newspapers and radio recorded the deepest declines in advertising investment on a worldwide basis, with drops of 17.8% and 10.7% respectively. During the period of 2006-2009, the importance of newspapers in the worldwide advertising market went from nearly 44.7% to 37.4% while that of radio went from 8.9% to 8.4%.
In contrast, the Internet continued to attract increasing amounts of advertising investment, with an increase in spending of 3% for a market share in the worldwide advertising market of nearly 12.8% compared to 7.2% in 2006.

Project Manager
Florence Le Borgne
f.leborgne@idate.org

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