National TV Ad Sales Shrank 11% This Year, But Are Bouncing Back

They were only down 2% in the third quarter, and digital was up 10%

In the U.S. and around the world, the third quarter of 2020 wasn’t a pretty one for traditional advertising revenue. But digital media is looking up.

According to Magna’s latest quarterly advertising forecast, U.S. linear advertising revenues for 2020 (which include linear TV, linear radio, print and out-of-home) are projected to decline 16% over the course of the year to $81 billion. National television ad sales shrank by 11%, while other linear verticals saw even bigger losses: radio fell 28%, print was down 30% and out-of-home dropped 24%.

But

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