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State of the Screens

TV Turmoil: Networks Work To Adapt To New Normal

By August 27, 2020November 15th, 2021No Comments

Big question: Are better days ahead for Madison Avenue?

Quick answer: Unclear.  The advertising industry was already facing headwinds (changing consumer behavior, trust, etc.), exasperated by COVID-19.

National broadcast and cable TV ad revenue (YoY change) according to Variety:
1) 
2018-Q2 – $11.5B
2) 
2019-Q2 – $11.7B (↑ 2%)
3) 2020-Q2 – $8.6B (↓ 27%)

YoY change in monthly U.S. ad spend according to Standard Media Index:
1) 
Jan-20 – ↑ 2%
2) Feb-20 – ↑ 9%
3) Mar-20 – ↓ 11%
4) Apr-20 – ↓ 35%
5) May-20 – ↓ 31%
6) Jun-20 – ↓ 17%
7) Jul-20 – ↓ 14%

Quote from Shari Cohen – Former Senior Buying Executive @ GroupM:
“It is really hard to be a sales organization and go in every Monday and have all of this inventory to sell and not know where the demand is coming from each week”

Top 3 industries based on difference in TV ad spend according to iSpot:
1) Politics – ↑ $517M
2) Home & Real Estate – ↑ $336M
3) Health & Beauty – ↑ $129M

Bottom 3 industries based on difference in TV ad spend:
1) Automotive –  $1.2B
2) Electronics –  $720M
3) Travel –  $711M

More #1: Network Ratings and Ad Dollars Plummet in the Absence of Live Sports

More #2: The Advertising Business Is Becoming Less Cyclical—and More Concentrated

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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