TV Ad Spending Will Decline by at Least $7.5 Billion in First Half of 2020 Amid Pandemic

Nicole Perrin, eMarketer principal analyst, says ”campaigns likely fear it will seem insensitive“ to campaign during coronavirus

The loss of live sports and pulling back of political campaigns wary of insensitive advertising around the coronavirus pandemic will lead to a massive downturn in TV ad spending, according to eMarketer.

The research firm, which had initially expected 2020 to result in a 2% bump in TV ad spending, is now forecasting that advertising will drop between 22% and 29% in the first half of 2020. To put that in money terms: That would be a decline between $7.5-$9.9 billion, or $10-$12 billion less than eMarketer originally forecast.

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Tim Baysinger

TV reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays