Spot TV advertising is expected to see much slower growth than the 3.6% per year forecast for the overall U.S. media economy over the next three years, according to a new report from ZenithOptimedia. It predicts spot TV will be up 1.5% this year, 3% next year and flat in 2017.
According to broadcasters, reps and analysts surveyed by TVNewsCheck, that lower total for next year is due to a number of factors, including a soft national spot marketplace, a weak network upfront as well as uncertainties about leading ad sectors like automotive, telecommunications, retail and fast food. Driving core growth will be auto and telecom, which are predicted to rise 3.9% and 3.6%, respectively, compared to 2014.
TVNewsCheck’s annual forecast of upcoming local and national spot revenue will be the focus of a free webinar on Sept. 4 featuring Marci Ryvicker, Wells Fargo Securities; Bishop Cheen, SNL Kagan; Wayne Freedman, Raycom Media; and Adam Symson, E.W. Scripps Co.