Zenith: Video Entertainment Ad Spending Crashed This Year, Will Remain Flat Until 2022


Video entertainment ad spending, which has been accelerating faster than most categories thanks to the aggressive introduction of new over-the-top and streaming video services in recent years, will decline this year and will remain flat next year before rebounding again in 2022, according to new estimates being released today by …

3 comments about "Zenith: Video Entertainment Ad Spending Crashed This Year, Will Remain Flat Until 2022".
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  1. John Grono from GAP Research, November 2, 2020 at 6:31 p.m.

    Very interesting Joe.

    How does this article reconcile with today's article by Larissa Faw's "Pandemic-Driven Demand Bolsters Video Entertainment Ad Spend".

    The lede seems to be based on "Video entertainment advertising will shrink by just 0.2% in 2020 across ten key markets this year, outperforming the 8.7% drop for the ad market as a whole, according to new research from Zenith.", also reported in yiur story.

    Both refer to 'video entertainment' forecasty to be down annually by just -0.2% c.f. total ad market down by -9.1%.

    I fail to see how -0.2% is a "Crash".

  2. Joe Mandese from MediaPost Inc., November 2, 2020 at 7:27 p.m.

    @John Grono: For one of the fastest growing ad categories in recent years to be down or flat this by year and next, I'd call a crash. But we clearly have different views on the meaning of that word.

    Even by an anticipated 2022 overall ad recovery, the category will trail general ad growth 3-to-1.

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