The outlook for H2 TV spending is somewhat optimistic, following the sharp, pandemic-induced drop-off that marked Q2. “We still expect H2 to show some stabilization obviously compared with the heavy decline in Q2, which was from national TV,” said Vincent Letang, executive vice president of global market intelligence at media agency Magna Global.

The declines will be especially deep in Q2—Deloitte projected a 23% annualized drop from the same quarter in 2019. Unemployment reached 13% by the end of April, according to Statistics Canada’s Labour Force Survey. That was an increase of 5.2 percentage points from March, when drastic job losses began.

Q2. Travel cancellations and changes continued into early Q2. According to an April 3–5 Engine Insights survey, 66% of US adults had changed plans for a vacation, and 71% had avoided traveling for business. That was up from 33% and 40%, respectively, during March 13–15.

However, mobile’s share of ad spending just passed the 50% mark in Q2 2019 due to the historically lower prices for mobile search ads compared with desktop ads.

More recently, digital video has gained a boomer constituency, though less so than among younger people. We estimate that 54.4% of boomers will be digital video viewers this year, vs. 80.9% of Gen Xers and 90.1% of millennials. Morning Consult/Hollywood Reporter polling in May identified 56% of boomers as streaming-video subscribers, vs. 62% of total adults.