National TV ad revenues, thanks in part to the Tokyo Olympics, are expected to grow 4.6% in 2021, rebounding from a recession caused by COVID-19 that was more mild on the media than predicted, according to a new forecast from media buyer Magna Global.
In the throes of a pandemic, national television advertising revenues are expected to drop 13.2% this year and recover by 4.3% in 2021 according to a new forecast from major media buyer Magna Global. Even with heavy political spending in a presidential year, local TV is expected to be down 2.4% for 2020. After the election, a 14.5% drop in 2021 is expected. Core revenue for local TV is seen edging up 0.1% in 2021.
National TV networks pulled in advertising revenue of $45.5 billion for the 2017-2018 TV season — the same as the prior year, according to Standard Media Index. These results exclude the Winter Olympics and the World Cup. SMI says national TV was able to maintain its levels versus a year ago, despite declining TV audiences and continued pressure from digital.