Local TV Ad market continues to face huge losses but sees improvement over March-June levels

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2020, 7:31 AM UTC

According to an SQAD report, local TV advertising revenue between March and June were down by 60%.

The study found local TV advertising rebounded to some extent from the fall of early on in the pandemic. But, the revenues between July to September were still 23% down as opposed to last year.

Political advertising during the election season could bring in a record $3.5 billion for TV stations this year. But, the researchers fear this increased spending will not be enough to get back to the pre-pandemic levels.

Pre-pandemic negotiations, however, ensured that cost-per-rating point (CPP) for the 25-54 demographic remained a positive area for local TV advertisers. The researchers further added, “2020 will continue to perform under expectations for an election year, the market-level CPP would be in a worse condition if the pandemic had happened in a non-election year.”

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