According to an on-line article in Broadcasting and Cable, Magna Global expects TV revenue to increase once you exclude revenue from political.
“National TV ad revenue, thanks in part to the Tokyo Olympics, are expected to grow 4.6% in 2021, rebounding from a recession caused by COVID-19 that was more mild on the media than predicted, according to a new forecast from media buyer Magna Global.
Excluding the Olympics’ $800 million in incremental ad sales, national TV is expected to rise 3.3% in 2021.
With the Presidential elections in the rear view mirror, local TV revenue will be 20.4% lower (or up 3.7% if you exclude the record political spending in 2020).”
To see the complete analysis in Broadcasting and Cable, click HERE.
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