A post-pandemic ad-spend boom has already begun to recede. Two of the world’s biggest media-buying firms projected a slowdown in the rate of ad-sales growth for both 2022 and 2023, citing fac…
Two of the world’s biggest media-buying firms projected a slowdown in the rate of ad-sales growth for both 2022 and 2023, citing factors that include a reduced pace of business in China as well as a pullback by several key advertising categories in the face of inflation and the possibility of a recession.called for global ad spend in 2022 to grow by 6.5%, down from a projection of 8.4% in June.
Such a forecast is likely to intensify worries among U.S. media, which recognized the trend earlier this year during the industry’s annual “upfront” market, when traditional media companies try to sell the bulk of their commercial inventory. Many big TV owners , a tried-and-true strategy often used when markets are in turmoil or the possibility of a recession starts to loom.
Some of the patterns on the rise in this period are likely to have far-reaching effects. “In the U.S., in the closing months of 2022, streaming providers have claimed virtually all the most watched TV programs other than live sports, which is still dominated by linear networks and cable channels,” GroupM said in a research note. “But as Apple, Amazon and other non-traditional players enter the market for sports rights, even this last bastion of linear viewership won’t be guaranteed.
France Dernières Nouvelles, France Actualités
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