COVID-19 Economy: 2020 Forecast for 21 Media Categories

The Myers Report has issued updated 2020 economic forecasts for 21 advertising categories, plus digital and legacy/linear break-outs for eight of those categories.  (Scroll down for 21 category details.)  For additional insights on the advertising outlook through 2020 visit www.MyersReports.com. We project a 20% overall decline in 2020 ad spend, with greater declines in most categories offset by projected 26% increases in online originated video advertising and interactive/OTT/Addressable TV advertising. Not surprisingly, the largest declines are being suffered by out-of-home and cinema advertising and experiential/event marketing. Local cable television is also among the worst hit, with our forecast significantly impacted by our expectation that major league baseball and NCAA sports will not resume until 2021, compounded by the dramatic impact pf COVID-19 on the local retail economy.