TV ad dollars expected to drop in 2020, while streaming’s share set to rise

In the latest example of the coronavirus crisis accelerating traditional TV advertising’s contraction, TV networks will need to count on streaming to help buoy their advertising businesses this year as the amount of ad dollars going to traditional TV is projected to fall while streaming’s share is on the rise. Advertisers will spend $61 billion on total TV advertising in the U. S. in 2020, according to estimates from GroupM. That figure—which includes national TV, local TV and what GroupM dubbed “digital extensions” like Hulu and Roku — represents a 7% drop compared to last year. Magna painted a similarly glum picture in its forecast released this week.

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