That’s according to a revised forecast from MoffettNathanson Research which now says traditional media will see a 6% decline in total advertising next year. Most of that decline is on the TV side.
In 2016 TV is expected to be up 5.5% this year and down 3.7% next year with local TV seeing an increase of 9.5% rise this year and an 8% drop next year. Broadcast networks will finish 2016 up 8%, dropping 4.6% in 2017. TV will have a tougher time in 2017 without the Olympics and an election. As for the other media, including radio, hereÕs what Moffet predicts.
Radio is projected to decline only 1.5% in 2017.
Newspapers will sink to 10.5% this year and 8% next year
Outdoor looks to eke out a 1% gain in 2017.
Digital media will increase 19.6% in 2016 and 16.1% in 2017.
From Radio Ink