We've Got Receipts

    — Topic —

    Olympics

    2 receipts tracked • 50% industry hit rate

    — Filed —

    2 receipts on Olympics

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    RECEIPT #BRIAN-

    MAR 18, 2025

    Too early to tell.

    PREDICTION BY

    Brian Wieser
    “The predicted growth rate of 3.6% will continue mostly unchanged over the next few years, with a possible uptick in 2028 resulting from the Los Angeles Olympic Games, the advisory firm suggests.”

    FOLLOW-UP

    Early data for 2025 supports the general direction of sluggish, low-single-digit growth, but it is too early to validate or falsify the detailed path of growth for 2026-2028 and the 2028 Olympic-driven uptick.

    ORIGINAL SOURCE

    AdExchanger
    Ad SpendingOlympics

    RECEIPT #BRIAN-

    SEP 04, 2024

    Partially right.

    PREDICTION BY

    Brian Wieser
    ““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.

    ORIGINAL SOURCE

    AdExchanger
    TV AdvertisingOlympics