Television ad spending in the U.S. did something in 2017 that it hadn’t done since the recession year of 2009: It fell. Recode cites new data from eMarketer that says spending on television advertising declined 1.5% last year to $70.2 billion.
That marks the first decline in eight years, even though TV viewing has been declining over the same period, the report notes.
“It’s expected to decline another 0.5 percent this year and 1 percent in 2019 — for three straight years of TV ad-spending drops,” Recode reports, noting: “Back in September, the data measurement company had predicted a modest increase of 0.5 percent for 2017, but has since had to revise that downward thanks to changes in the market.”
The report adds: “This year, eMarketer expects TV ads to make up 32 percent of all U.S. ad spending, down from 34 percent in 2017 and 37 percent in 2016.”