There’s nothing like a royal wedding for boosting advertising and indeed commerce in general, precisely because it stimulates both royalists and republicans to splash the cash.
ITV is expecting its revenues to be up by 19 per cent in April as wedding hysteria steadily builds up to the big day at the end of the month. Major retailers from Tesco to Selfridges are expecting big returns as people take advantage of the Easter break followed by the four-day party extravaganza round the wedding date.
So with ad bookings piling in for ITV, the network can look forward to rejoining the FTSE next month after a strong return to profitability and an eight per cent rise in ad revenue in the first three months of 2011.
So, much joy for ITV chief executive Adam Crozier and chairman Archie Norman , and a good platform for recently appointed commercial chief Fru Hazlitt, who seems to have got her timing just about right.
At the same time holiday group Thomas Cook, still reeling from the effects of the unrest in Tunisia and Egypt, which has seen holidays cancelled to the tune of £20 million, is banking on increased business from republicans who just won’t be able to stomach the wedding madness.
The company reckons there’ll be an extra 100,000 travellers using its services to escape the UK that week in search of foreign parts where the wedding will be of minimal interest.
No doubt other travel companies will be following suit and targeting consumers who find royalty rather resistable.