A major acceleration of Hollywood studio and travel advertising could inject up to 10% in incremental ad spending on national television in the second half of 2021, spending that won’t be present this year, according to the latest forecast by Group M.
National TV ad spend will fall by 7.9% this year but next year to grow 6.6%, according to the division of giant Wpp in a report released Tuesday. After a trough in the third quarter, national TV ads have recovered to pre-pandemic levels and are performing better than any category outside of pure-play digital advertising which – led by Amazon, Facebook and Google — is eating everyone’s lunch. But Group M sees national TV returning to a flat or slightly declining longer-term trend after next year.
Theaters shuttered in March and reopened only sporadically and at limited capacity since the summer has caused upheaval in the theatrical release market as studios hold back big-ticket releases.
National TV ad spend will fall by 7.9% this year but next year to grow 6.6%, according to the division of giant Wpp in a report released Tuesday. After a trough in the third quarter, national TV ads have recovered to pre-pandemic levels and are performing better than any category outside of pure-play digital advertising which – led by Amazon, Facebook and Google — is eating everyone’s lunch. But Group M sees national TV returning to a flat or slightly declining longer-term trend after next year.
Theaters shuttered in March and reopened only sporadically and at limited capacity since the summer has caused upheaval in the theatrical release market as studios hold back big-ticket releases.
- 12/1/2020
- by Jill Goldsmith
- Deadline Film + TV
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