NBCU saw an opportunity for an inflection point in 2022 and executed what is probably the best sell-side research and marketing effort to restructure the TV ad marketplace since Turner's Media at the
Millennium shifted billions of dollars from broadcast to cable.
Big-screen devices pulled a 43% share of opening-day view time, but handheld devices were close behind.
Although pay TV subscriber homes continue to decline overall, regular sports viewers watching in homes with the traditional pay TV bundle are growing.
Streaming data was boosted by NBCU's coverage of the Tokyo Summer Olympic games. Nielsen also says there was ample pre-Olympics content on YouTube in the period to lift the streaming category.
Although traditional TV platforms will decline this year, local TV stations' digital efforts will make some gains.
Despite some big question marks about attendance, fan enthusiasm and athletic performance for the Tokyo Summer Olympic Games, Kantar on Thursday forecast it will set a new record for U.S. TV ad sales
at $2.25 billion.
With Dentsu weighing in as the last -- and most pessimistic -- of the major agency holding company forecast updates, Madison Avenue's global consensus outlook has dropped to an average 6.2% decline
for 2020, and a 7.3% increase in 2021. For the U.S. ad economy, the consensus outlook drops to -4.4% in 2020 and a 4.3% expansion in 2021.