If more "unfiltered," unverifiable content continues to float around news digital platforms, there is inherent danger for the advertising brands backing that content.
S&P Kagan estimates 2023 will sink back 10% to around $22 billion in total U.S. TV station advertising. The report also suggests ad gains will trend lower in 2024 and 2026. For the entire broadcasting
industry, TV and radio ad revenue is estimated to grow 15% over 2018 to $3.49 billion for the 2022 midterm elections.
AM/FM radio is dominant in time spent with ad-supported audio, though podcasts are gaining ground among younger audiences.
National TV ad spend for Q2 was down 1%, with cable TV nets dipping 1% and broadcast nets 2% lower, while U.S. syndication was up 6%, according to Standard Media Index. In better news, national TV
spend is up 13% vs. April-June 2020.
The average compounded annual growth rate over the past two years for OTT was 43%, which makes it the fastest-growing local media, followed by local digital radio, local mobile, local digital
magazines and local PC/laptop advertising. The top advertising local OTT category for 2022 is projected to be general services, at $337.2 million.
The growing audience for streaming audio tends to consist of listeners who subscribe to ad-free versions of platforms like Spotify.
BIA Advisory Services now estimates $167.4 billion for 2022-- $5.9 billion lower than the amount estimated in an earlier report.
African Americans make up 13% of the U.S. population, but Black-owned radio stations receive an average of only 2.8% of local commercial share.
Audio can change the way consumers feel about a brand. Recent studies conducted by neuromarketing analytics firm Neuro-Insight set out to prove it.
Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront
ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of
buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
Statehouse press corps have grown as nonprofit news organizations emerge to fill the gap created by the decline in commercial newspapers and organizations shift reporters to more part-time statehouse
Amazon aired more total spots than Walmart and Target did on radio, broadcast television and local cable, though its strategy differed from those of its rivals.
Advertisers and agencies also overestimate how much consumers pay attention to social media.
A predicted 15% rise in TV advertising prices will more than offset declines in print media.
As COVID-19 cases ebb again, foot traffic at stores and restaurants is expected to surge.
Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
The maker of Tide detergent aired more than 26 million ads on radio, local cable and broadcast TV.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
Traditional U.S. radio listening got back to its pre-pandemic levels in mid-2021, partly due to the return of mobile usage, in cars and other places.
In 2022, political advertising will hit another record total for broadcast TV -- totaling $3.8 billion for the midterm elections vs. $3.05 billion in 2018, BIA Advisory Services says.
One of the fastest-growing segments continues to be new digital and OTT video platforms -- expected to climb globally 23% to $76.3 billion.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
Radio will see the biggest swing in ad prices this year as more people commute to work, lifting demand for drive-time dayparts. Radio will see gains of about 4% in 2021, ECI estimates.
Is pervasive social media the same as broadcasting? And if it is, can it not be regulated in much the same way?
Results this year would more than double the 15% growth rate of digital music advertising from a year ago.
Driving this high estimate is the use of Facebook as a fundraising tool.
The percentage of Americans who report they are spending more time with various media than they did pre-pandemic remains high, but for the most part has fallen from the peak stay-at-home period last
year, according to findings of Mindshare's ongoing COVID-19 tracking study.
Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy,"
"relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
Kantar notes that its estimate is a more conservative industry number, "not quite as dramatic as other forecasters." Still, Kantar says broadcast TV will sharply climb to $3.8 billion, with cable TV
and satellite reaching $1.4 billion; digital media, $1.2 billion ; radio, $215 million; and OTT/connected TV, $1.2 billion.