As the overall U.S. advertising market slowly recovers, TV advertising is forecast to perform better than expected for 2020 -- declining 2.8% to $75.1 billion -- virtually the same decline as for the U.S. advertising market overall.

Total U.S. TV advertising was previously estimated to sink 10% this year.

Overall U.S. advertising revenue is projected to decline 2.1% to $222.6 billion -- better than the previous forecast of 4.9%.

Digital and online advertising remains the dominant advertising media platform, slated to grow 8% to $113.2 billion this year -- also double expectations compared to a previous growth estimate of 4.1%.

U.S. local TV stations will also see positive growth for the year due to a strong lift in political advertising  -- up 8.3% to $22.4 billion.

Advertising-supported and connected TV platforms will see the biggest growth rate for 2020 -- a 31% improvement to $4.2 billion.

In the third quarter, Hulu gained 5% to $540 million, while Roku added 63% to $160 million, Pluto TV was up 92% to $125 million and Tubi TV was 77% higher to $70 million, according to MoffettNathanson analysis and estimates and company reports.

Most traditional media platforms will sink further, with newspapers declining by 25% to $8.9 billion, radio also down 25% to $12.8 billion, consumer magazines declining 25% to $6.2 billion, and outdoor down 22.5% to $6.5 billion.