The short version

Brian Wieser predicted on September 4, 2024: ““However, now it looks more like a decrease of 1.2% for the year.” (referring to 2024 national TV ad spending) and “In Q3 this year, as a matter of fact, TV may actually rise up to a 3.7% growth rate, possibly left over from shifting media budgets during the Olympics. Which means, of…

Prediction by

Brian Wieser

On September 4, 2024

““However, now it looks more like a decrease of 1.2% for the year.” (referring to 2024 national TV ad spending) and “In Q3 this year, as a matter of fact, TV may actually rise up to a 3.7% growth rate, possibly left over from shifting media budgets during the Olympics. Which means, of course, the growth won’t last.” and “But generally speaking, the Olympics won’t be enough to salvage TV advertising – linear ads in particular – from secular decline.””

Follow-up

The prediction of a short-term Q3 bump and underlying secular decline for linear TV is qualitatively supported, although the precise -1.2% for total year 2024 national TV cannot be directly verified against 'television ad revenue' which includes streaming.

From the High Caliber AI network — see the AI for PR module in the course.