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NEW YORK—Media Village’s Standard Media Index took an in-depth look at the impact COVID-19 had on the national TV advertising market in March and April of this year, which found that across all national TV the market was down $1. 6 billion from the same period in 2019 and down $1. 5 billion from SMI’s initial March/April 2020 forecast. Nationally, the rate of decline for upfront spending picked up in April compared to March—25% in April, 13% in March. For scatter spending, the decline is 36% for April and 17% in March. A lack of sports broadcasting caused broadcast to see greater declines from initial projections for both upfront and scatter spending than cable.
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