Broadcast TV’s Ad Revenue Resilience: A ’20s Boom Or Bust?

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RBR+TVBR INFOCUS


As hundreds of thousands of people traipse through the convention halls and hosted sessions across Las Vegas as the Consumer Electronics Show (CES) continues, Standard Media Index CEO James Fennessy is far from the cacophony of all-things tech, and the buzz and hype surrounding digital delivery vehicles of visual and audio media.

He’s in New York, armed with data that show the video marketplace gearing up for a streaming war. The marketplace sits at 38% of total advertising outlay across both major marketers and small-and-medium businesses (SMBs), and he notes that it is the largest single ad format, across all platforms, in the U.S. with $85 billion in ad spend estimated for 2019.

That said, Fennessy believes the future is bright for broadcast and network television. And, digital-first advancements such as 5G have everything to do with his bright forecasts.

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