Complete Story
03/23/2018
TV may have entered permanent ad recession
Much of the news in recent ad forecasts has focused on digital’s ascendancy -- and no surprise, Magna’s new outlook calls for digital to become the majority of U.S. ad spending some time this year. But the other side of that story is the erosion of TV’s share of ad spending.
According to Magna, the U.S. TV advertising marketplace -- with the exception of local growth in election years -- is now in a permanent ad recession.
In fact, the national TV advertising market is projected to have eight consecutive down quarters through the second quarter of 2018, according to Magna’s estimates.
