ZenithOptimedia’s Linear TV Ad Trends: Beware of Digital


Global advertising expenditure is forecast to grow 8.0% in 2022, according to Zenith’s latest Advertising Expenditure Forecasts report, published today.

Yes, this represents a “minor downgrade” from the 9.1% growth rate Zenith published in December 2021.

Here’s the positive news: linear television advertising is forecast to grow — even if it’s by a fairly small percentage. But, there are clouds on the horizon.

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