European TV ad sales gap is widening

A north-south divide in the growth of European TV advertising is getting wider, according to analysts, media buyers and broadcasters.

In research, Omar Sheikh, analyst at Credit Suisse, said a survey of 18 media buyers in seven countries showed a clear gulf between two halves of the continent. “Our survey suggests Spain and Italy will weaken further in [the second quarter of 2011]. “Buyers tell us FMCG [fast-moving consumer goods], autos and telecoms advertisers are now freezing campaigns ahead of formal decisions in July on whether to release or cut full-year budgets. “By contrast, Germany and the UK are more stable, and Scandinavia is accelerating.”