Study predicts local media would drop by 3.6% in advertising due to COVID-19 pandemic

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April 27, 2020, 5:42 PM UTC

BIA Advisory Services expects advertising across all media platforms to fall to $144.3 billion this year.

Local media analysis company BIA Advisory Services said advertising across all media platforms is expected to drop by 10.6% to $144.3 billion, as compared to its previous projections made in November 2019.  While political advertising was expected to give a bump to advertisers, the coronavirus crisis will lead to a 3.6% decline in advertising.

Local media, mainly TV stations, can also face further revenue loss due to the postponement of the Summer Tokyo Olympics. Local over-the-air TV stations will also fall from its earlier projection of $17.8 billion to $17 billion.

The company forecasted that digital local TV advertising will also fall to $1.6 billion from its previous projection of $1.7 billion. The researchers anticipated decreased consumer spending on leisure and entertainment categories would affect TV and radio.

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