U.S. Advertising Forecast to Rise 5 Percent in 2023, But National TV Faces “Existential Crisis”

U.S. ad revenue forecast to grow 5% in 2023 and 4.3% in 2024, excluding political ads. With political ads, growth will be 2% and 8.1%.
National TV faces "existential crisis" due to cord-cutting, streaming, and carriage disputes.
Political ad spending has grown significantly and will continue to boost ad market.
Advertising growth is normalizing after pandemic boom.
TV networks must redefine offerings to marketers to withstand industry shifts.

hollywoodreporter.com

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Posted 9/6/2023, 10:00:21 AM