Ad spending in the U.S. is projected to grow 6% in the second quarter and for the year, up from previous estimates of 3.6%. Digital advertising is thriving due to its scalability and flexibility, especially during uncertain times, leading to a forecasted growth of 10.3% for the year. While commerce, retail, and social sectors drive this growth, traditional TV advertising struggles, with expectations of a 2.7% revenue decline for national media owners. Digital TV's market share, however, is quietly increasing, reflecting potential shifts in viewer engagement.
Coming into the first quarter things seemed like they would be softer [compared to the same time the previous year, and it turned out they came out very strong.
The nimbleness of digital channels helped the category grow 4.9% in the first quarter. Wieser now sees it jumping 9.9% in the second quarter and 10.3% for the year.
Through it all, digital TV is quietly gaining ground. It's share of the TV pie ticked up from 27% to 29% year over year.
For the full year, Wieser expects national TV media owners to shrink by 2.7%, partly due to tough comparisons from last year's Olympics.
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