U.S. TV Ad Spending May Never Return to Its 2018 High of $72.4 Billion

It’s projected to fall each year, aside from a 2020 election bump

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Linear audiences have been shrinking for years, and now TV advertising dollars could be falling too.

U.S. TV ad spending is projected to drop almost 3% this year to $70.3 billion, and may never return to its $72.4 billion high in 2018, according to a new eMarketer forecast.

While U.S. TV ad spend—including broadcast and cable TV linear spend, but not digital—will undergo a 1% bump next year thanks to the presidential election and the Summer Olympics, it’s projected



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