For TV Ads, Is Flat Really ‘The New Up’?


In making its 2017 Technology, Media & Telecommunications predictions, Deloitte Global pulls no punches as to where it sees spot and cable TV dollars heading over the next 11 1/2 months.

“Deloitte Global predicts that U.S. TV advertising revenue in 2017 will be flat with 2016,” it says. “While that does not sound very exciting, for an industry widely thought to be following he sharply negative trend of other traditional media, flat is the new up.”

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.