National TV advertising was down in the third quarter, MediaPost reports, noting that it was the third consecutive quarterly decline.
“The national TV marketplace for the third quarter overall sank 1.9% — excluding the Summer Olympics of a year ago,” the story reports. “It was down 10%, including the Olympics, to total $8.5 billion, says Michael Nathanson, senior media analyst for MoffettNathanson Research.”
Nathanson expects another dip in the fourth quarter.
“Worse, he says there appears to be a slowdown in near-term ‘scatter’ TV advertising sales — especially for cable — in the relationship ratio between TV ratings and advertising revenues,” MediaPost adds.