Calling the fallout from the novel coronavirus pandemic "unprecedented," the advertising research firm Magna Global predicts that U.S.
TV advertising will drop by 13 percent in 2020, revising its earlier forecast of a 1 percent decline. The company says that advertising across all platforms will fall by 2.8 percent this year, revising its earlier forecast of 6.6 percent growth.
The travel, restaurant and movie industries will be the most likely to pull back their ad spend, with automotive, retail and finance also pressured.
Home entertainment and e-commerce may be positioned to boost their ad spend to take advantage of the unusual market dynamics. "The current situation is totally unprecedented, but the closest historical equivalent would.