Ster's advertising income is currently higher than in the same period last year.

In the third quarter, total advertising revenue on television, radio and online was 5 percent lower than last year at EUR 35 million.

The Ether Reclame Foundation (Ster) informs about this.

The fall in the third quarter is entirely due to the month of July, with a minus of 20 percent.

Advertisers were still very reluctant at the time.

Since then, the recovery has started and in October spending was just 7 percent higher.

In the first six months it was all doom and gloom.

At that time, Ster revenues were a quarter lower than in 2019. Sporting events dropped and advertisers were reluctant.

The fact that football and cycling are now back on the tube does not have a huge impact.

"That is only the case at events such as a European Championship."

What does have an impact is that advertisers want to show themselves again and, as it were, catch up.

Ster is particularly positive about the coming holidays.

"Advertising during the entry on TV is extremely popular, just like the blocks around the

Sinterklaas news

", says a spokesman.

"We are already 6 to 7 percent more than last year."

A buying festival like Black Friday is also increasingly a 'hook' for advertisers to buy airtime.

Even the travel industry will show itself again

For December and Christmas, insurers, energy suppliers and supermarkets are traditionally large advertisers.

"We expect a lot from the latter in particular. People will stay at home more, there will also be more advertising around delivery," said the spokesperson.

"We are already seeing this happening for Sinterklaas, which calls on companies to order all your gifts now."

Ster, which sells the commercials for the public broadcaster, even thinks the travel industry will do something again.

"It is never good for brands to be absent for a long time."

Television is recovering more strongly than radio.

"For TV we see a plus of 10 percent, radio is still a few percent below last year."

Online has been doing well all year round.

"Spending on it was even higher in the months of March to July than in 2019."