Local TV Broadcast Advertising Declines Among Core Advertisers

Core local TV broadcast advertising dollars could be in for a tough stretch in the next few years, as digital media dollars continue to climb.

Pivotal Research Group estimates that traditional, linear local TV broadcast advertising -- excluding political ad revenues -- will sink 2.2% in 2017, to $15 billion. This will be followed by another 4% decline in 2018 to $14.4 billion; a 4.2% decline in 2019 to $13.8 billion; a 4.5% drop to $13.2 billion in 2020; and a 4.7% pullback to $12.6 billion in 2021.

Total local TV -- broadcast and local cable -- is expected to decline 1.6% this year to $19.8 billion and another 3.4% to $19.2 billion in 2018.

But local digital advertising -- which could include local TV station/cable activities -- is expected to climb. It is poised to increase 9% this year to $7.8 billion and to rise 7.2% next year to $8.4 billion; 5.9% higher to $8.9 billion in 2019; up 4.8% to $9.3 billion in 2020; and 3.8% higher to $9.7 billion in 2021.

In contrast, traditional national TV networks will see more slight declines to core advertising -- without Olympics revenues.

Pivotal says national TV will slip 1.9% this year to $44.3 billion and will be 2.1% down to $43.4 billion next year, with another 1.9% decline to $42.6 billion in 2019; a 2.3% drop to $41.6 billion in 2020; and a 2.6% decline in 2021 to $40.5 billion.



3 comments about "Local TV Broadcast Advertising Declines Among Core Advertisers".
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  1. Douglas Ferguson from College of Charleston, September 26, 2017 at 9:57 a.m.

    But if your target customer is 50+ then broadcast is still a solid venue.

  2. Suzanne Sell from Independent, September 26, 2017 at 12:23 p.m.

    It's no surprise, given the amount of political ad money that poured into local stations in 2016. That alone would produce a revenue drop.  

  3. Robert Barrows from R.M. Barrows, Inc. Advertising & Public Relations, September 26, 2017 at 1:46 p.m.

    ATTENTION MEDIA COMPANIES: If you are looking for ways to help you increase your advertising revenues very quickly and very substantially... I have developed proposals for several projects and promotions that could help generate tremendous advertising revenues for newspapers, magazines, television stations, radio stations, internet media companies and the internet divisions of multimedia companies. Companies that would be interested in taking a look at these proposals should contact Robert Barrows at R.M. Barrows, Inc. Advertising & Public Relations in San Mateo, California at 650-344-4405.

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