The UK TV ad sector is likely to be down by about 5 per cent in September, which could set the scene for total television ad spend to shrink across all 2012. Traditionally the third-biggest TV advertising month of the year, bringing in revenues close to £400 million (€494m) – is considered to be a critical bellwether of the likely health of the market in the key months leading up to Christmas.

Broadcasters and media buyers have been paying even more attention than usual to early ad bookings in September, after a summer slump is set to see TV ad spend fall by about 10 per cent in July and the same again in August.

Expectations of a September improvement had gone. A good start to the year running through into June had previously led TV buyers to pencil in a rise of perhaps 3 per cent in September spend. However, after hitting the early booking deadline for TV advertising with broadcasters last week, indications are now that the market could be down by as much as 5 per cent.

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