Magna, the intelligence unit of IPG Mediabrands, says nonlinear TV advertising sales -- on Hulu, full-episode players, and other digital areas -- will increase by 22% to $2.6 billion in 2019. This will represent 6% of total national TV ad revenues.
In 2018, total linear national and linear TV revenues were $64.7 billion.
National television’s linear advertising sales will sink 3% to $41 billion in 2019 due to “lower spend from some key verticals and the lack of cyclical events.” They will drop another 0.4% in 2020.
English-language broadcast networks' ad revenues will decline 5% in 2019, with cable networks seeing a 2% decrease in 2019 and a 0.5% dip in 2020.
“Despite an all-time high in CPMs [cost per thousand viewer price] ($50 for network prime-time adults 18-49), linear television remains attractive for its reach and brand safety, and affordable by the tech sector,” says Magna.
Local TV advertising will decline 18% in 2019 when including comparisons to cyclical events -- political advertising and Olympics events. It will rise 12% in 2020 because of political and Olympic advertising.
In 2018, local TV ad revenues totaled $22.1 billion.
Magna says the Summer Olympics/ U.S. Presidential elections in 2020 will bring a record $6.2 billion of incremental advertising revenue. It was $5.4 billion in 2018.
Total digital video is set to rise 19.7% in 2019 and 14.5% in 2020. It was $13.7 billion in 2018.