US TV advertising to witness a 10% decline in 2020 as compared to 2019

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2020, 1:17 AM UTC

The overall US advertising will fall 5% to $216.3 billion in 2020, as per MoffettNathanson’s recent research.

Despite TV advertising expected to slowly recover from COVID-19’s impact, it is projected to fall 10% (as compared to 2019) to $69.5 billion in 2020, as per the report. A 9% drop each in Q3 and Q4 2020 could slow the decline of TV advertising which was 28% in Q2.

National TV cable networks could drop 16% to $25.5 billion. TV station advertising, salvaged by the Presidential elections, could only drop 5% to 19.6 billion. Traditional media will decline 13%.

However, video-on-demand streaming platforms like Roku, Hulu are expected to increase 38% to $4.4 billion. Online and digital media will rise 4% to $109.1 billion in 2020.

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