Ad Spending Forecasts

Local TV revenue seen declining 2.5%, excluding political ads

Fewer ad executives say they expect to spend more on the average cable network over the next 12 months compared to a year ago, according to a survey by Beta Research.

Magna Global forecast sees local TV ad revenue down 20.4%

Automakers, a key advertising category, are expected to spend more on media in 2021 and 2022, following a deep 21% decline in 2020, ad agency Zenith forecast.

National television advertising is expected to grow 5.1% in 2021 after plunging 15.1% in 2020, according to a newly revised forecast from media agency Magna.

Advertising spending on linear television is expected to be down 24% this year, while connected TV ads jump 19%, according to a survey conducted for the IAB.

Latest Advertiser Perception study eyes 7.5% decline in 4Q

Giant media agency GroupM expects that global ad spending, not including U.S. political activity, will decline 11.9% during 2020, followed by 8.2% growth in 2021.

Television advertising spending in the U.S. is expected to fall 7% to $61.07 billion in 2020 and another 12% next year, according to a new forecast from GroupM.