National TV Ad Market to See 13% Dip, Per MAGNA

(Image credit: iStock) NEW YORK—National TV advertising is expected to see a 13. 2% decrease in the U. S. market for 2020, with the coronavirus shutdown outweighing the typical gains that political ads generate in an election year, according to a new report from investment and media intelligence resource MAGNA. MAGNA projects that linear advertising sales—which encompasses linear TV, radio, print and OOH—will see a net loss of 13%, equating to about $83 billion. MAGNA says without political ad revenues ($4 billion), the decline would have come out to -17%.

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