Austria eyes TV ad boom
Swiss researcher predicts growth of 7% over next five years
Swiss researcher Prognos is predicting growth of 7% over the next five years. However, 2001 is still in the doldrums.
The institute said that industries' ad expenditure on Austrian media rose by a mere 0.5% to 2 billion euros ($1.82 billion) this year.
The study was commissioned by Kirch marketing arm SevenOne media, which predicted that TV's share of the Austrian ad cake will grow from this year's 22.9 % to 25.3 % in 2005.
TV is revving up because Austria's first terrestrial licenses for private TV will be issued in spring. The country's only commercial channel, Austria TV, is confined to cable. SevenOne said it has been in talks with all contenders for the new licenses, and it sees a good chance of participating in this market. It will also benefit from the linear growth through its customers among German webs, which have separate commercial windows in Austria.
