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EMARKETER

US TV Ad Spend Will Decrease by 15.0% in 2020

Article by Alicia Phaneuf  |  Oct 23, 2020
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US TV Ad Spend Will Decrease by 15.0% in 2020
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TV Ad Spending
United States

In our March 2020 forecast for US TV ad spending, we expected a 2.0% increase for the full year. However, we have revised our figures down significantly for many reasons, including the cancellation of the 2020 Summer Olympics, the postponement of live sporting events, and an increase in cord-cutting. US TV ad spending is now expected to decline by 15.0% this year to reach $60 billion, down from $70.59 billion in 2019.

How Has the US TV Ad Spending Forecast Changed? (billions, 2019-2023)
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While we expect TV ad spending growth to rebound 2021, it will not reach pre-pandemic levels.

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