TickerTape: Q3 2015
Hello - and welcome to the Autumn 2015 edition of Tickertape.
As we went to press three months ago there were real concerns about a ‘Grexit’ – Greece leaving the European Union, a combination of shrewd political gamesmanship by the European Central Bank, and a pretty much complete capitulation to EU demands by the Greek government meant that this immediate threat to Britain’s economic wellbeing was avoided. However, the global economic picture remains uncertain, with analysts focus turning to concerns over a ‘slowdown’ in the Chinese economy, and weakness within American financial markets.
None of this seems to have had a negative effect on Adspend though, and for the third quarter in succession we have changed our forecasts upwards.
We now believe that total Adspend will increase by 7.4% in 2015. TV has been the main driver of this and is now expected to increase by 7.8%. With retailers seeming to be in bullish mood as we approach Christmas, it would not be at all surprising to see this figure significantly exceed 8% by the time we publish the final Tickertape of the year.
Whilst the TV revenue market is booming, audience levels remain static, underlining the need for advertisers to reach viewers through non-linear video platforms. As such a measurement system that accounts for these platforms remains at the top of AV buyers’ wish lists, and it appears the BARB’s Project Dovetail is not yet quite fit for purpose…
The Cinema market, meanwhile, is having a fantastic year. Revenue is up double digits, and with the promise of a bumper end to the year with the release of Spectre, the new Bond instalment, and Star Wars: The Force Awakens Cinema sales house will be confident of smashing their Q4 revenue targets.
Over the past few years Digital and Print Publishing have become increasingly intrinsically linked, and from now in in Tickertape we will be presenting our views on these markets as one. This month we have focused on the ‘freemium’ print market, into which music stalwart the NME has re-emerged in an attempt to prevent itself becoming yet another once-famous title to be consigned to history.
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