The short version

Brian Wieser predicted on June 15, 2024: “By contrast, national and local TV advertising growth declined in this year’s first quarter by about 2.8% and 2.3%, respectively, when excluding political spend. A pivot to invest in CTV or other entertainment options created ‘conditions of permanent secular decline’ for the TV medium, assuming linear TV’s business model remains the same, Wieser…

Prediction by

Brian Wieser

On June 15, 2024

“By contrast, national and local TV advertising growth declined in this year’s first quarter by about 2.8% and 2.3%, respectively, when excluding political spend. A pivot to invest in CTV or other entertainment options created ‘conditions of permanent secular decline’ for the TV medium, assuming linear TV’s business model remains the same, Wieser wrote.”

Follow-up

Industry data and network financials for 2024 confirm U.S. linear TV ad revenue continued to decline in low- to mid-single digits and the shift to CTV/streaming continued. The broader prediction of 'permanent secular decline' for linear TV is consistent with continuing rating erosion and ad-budget reallocation.

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