That’s the consensus of station groups and industry watchers surveyed by TVNewsCheck. The downturn is fully expected as political advertising dries up as it always does in odd-numbered years. However, the reforecast for 2016 is down from the last fall’s original prediction because political spending has not been as strong as expected.
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.