• by Wayne Friedman , June 6, 2018

Total TV-related advertising -- including all digital-media TV-owned platforms --  is only expected to grow by small single-digit percentage increases over the next four years.

PwC (Pricewaterhouse Coopers) estimates the annual compounded growth rate to improve 1.3% to $74.9 billion by 2022. It expects total TV advertising revenue to be $71 million by the end of this year, and $72.1 billion in 2019.

In 2017, total TV advertising lost 2.7% to $70.1 billion.

PwC says: “The continued decline in linear viewing figures across the board has placed a strain on TV advertising revenue. As people increasingly view content online through catch-up and on-demand services, advertisers are looking toward digital campaigns.”

Over the next four years, broadcast network TV will see the best growth of any of the traditional TV platforms: 2.2% to $20.4 billion in 2022. Cable TV networks, will climb 1.5% to $22.7 billion that year.

Digital media-related TV businesses will see the best increases overall -- up 5.9% to $5.7 billion in 2022. It is expected to get to $4.7 billion this year and $5.0 billion in 2019.

Among those on the losing end: TV stations will sink 0.3% to $21.4 billion in 2022. TV stations are poised to get to $21.7 billion in 2018; $21.6 billion in 2019. Increasingly, TV stations (and broadcast networks) are benefiting from higher retransmission revenues in recent years.

Similarly, local cable advertising sales will slip around the same amount as TV stations -- 0.2% -- going to $4.50 billion. PwC estimates local cable advertising sales to be $4.54 billion this year and $4.55 billion next year.