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U.S. 2020 Ad Spending to Fall 17 Percent, Excluding Political, Amid Pandemic
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hollywoodreporter.com
hollywoodreporter.comU.S. advertising revenue will fall 4.3 percent this year to $213 billion, or around 17.0 percent when excluding political advertising, driven by the novel coronavirus pandemic and the resulting recession, according to the latest forecast from MagnaGlobal.
On a global basis, media owners' advertising revenue will decrease by $42 billion, or 7.2 percent, in 2020 to $540 billion, "as advertising spending shrinks due to the severe economic recession triggered by the COVID19 pandemic," the firm,the media research arm of ad giant Interpublic Group, said in its report.
A 16 percent decline in traditional ad sales, including the likes of TV, radio, cinema and print, will be "mitigated by the stability of digital formats," which will grow 1 percent.
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