TF1 cautious on ad recovery

TF1, France’s largest commercial broadcaster, does not expect the French TV advertising market to fully recover in 2010 following last year’s sharp downturn.

TF1 CFO Philippe Denery told press that a strong recovery is not expected and that pressure on adverting prices will remain through 2010. He added that the broadcast group wants to take a further €70m out of its cost base this year. The cautious 2010 outlook comes after a tough 2009 for TF1 and the other French commercial broadcasters although there was an uptick in advertising revenue booked in the fourth quarter of 2009.

Media buyer ZenithOptimedia forecasts total French TV advertising revenues will come in at €4.48bn this year, a slight increase on the €4.38bn recorded last year, but well below the 2008 total of €4.92bn.