Covid hit UK’s ad-dependent broadcasters but rebound is on cards, with Euro 2020 and more
The return of must-watch TV such as football’s pandemic-delayed European Championship and guilty pleasure Love Island is set to fuel a £1bn advertising bonanza this summer as spending bounces back to pre-coronavirus levels.
Streaming services such as Netflix and Disney+ have enjoyed record-setting subscriber growth during the coronavirus pandemic, with the public stuck at home. But for broadcasters with advertising-dependent models, such as ITV, Channel 4 and Channel 5, the closure of businesses and leisure activities resulted in unprecedented cuts to marketing budgets.
