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ITV tipped as winner as ad market roars back

The UK’s advertising market will grow by 24% in 2021 according to the latest research

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ITV PLC (LON:ITV) and STV PLC (LON;STVG) looked set to be winners from a strong bounce back in TV advertising and the growth in video on demand according to Shore Capital.

WPP subsidiary GroupM this week predicted the UK’s advertising market will grow by 24% in 2021, despite the ongoing economic impact of COVID-19.

Within that digital will see the fastest growth, but the whole sector is set for a very strong bounce during 2021 reflecting “much faster” than anticipated market growth, a larger 2020 base and the accelerating impact of COVID-19 on digital categories, said Shorecap.

"TV (and professional video) is expected to remain the second-largest category and will see 8% growth 2021-26, with the growing importance of digital platforms in fulfilling reach and frequency goals and TV’s “unique capacity” to build/reinforce brands both positive factors."  

Shares in ITV eased 1% today to 129p, while STV was unchanged at 342.5p.

    

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