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Global TV ad market will reach US$180 billion by 2016

Cumulative worldwide TV advertising revenues will grow this year albeit at a slower rate than recorded last year when the market rebounded from the global economic crisis.

The latest forecasts from Informa Telecoms & Media (ITM) suggest there will be 3.8% growth this year, taking the total to US$149 billion. The 2010 increase was 10.3% and followed a sharp decline in revenues in 2009.

The US presidential elections and UK Olympics will lift the TV ad figures further next year after the modest increase expected in 2011.

“The fairly conservative increase expected in 2011 is driven by a perception that the global economic recovery is not yet on a solid footing,” says ITM analyst Adam Thomas. “But this is not the only factor limiting the ad market. Audiences are being fragmented by greater programming choices. This has given advertisers greater global choice and enabled them to negotiate lower rates.”