TV Ad Revenue Will Rebound in 2021, but the Industry Is Never Going Back to Normal
Vaccinations, plus investment from travel, retail and auto advertisers, will help shape the new normal
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The past year has been a bruising one for the television industry. Covid-19’s rapid descent on the globe turned off TV’s programming spigots, leading to a drought in advertising revenue. Consumers stuck at home continued to cord-cut or otherwise move over to streaming even faster than they had. And just as a sense of recovery seemed imminent, cases began to surge again: first in the Midwest, and now in almost every state in the U.S., depressing any hope of a quick, V-shaped recovery.
