Cataclysmic changes to our way of life pelt us with new surprises daily. In this atmosphere it's understandable that marketers may feel that pulling back is the right thing to do. In the animal kingdom from which we sprang, when the turtle feels imminent attack is upon him, he pulls his head in. This could be related. Standard Media Index reports that in Q3 2022 the U.S. TV industry received $8.2 billion in advertising revenues. That's the lowest quarterly total since SMI became fully rolled out in the U.S. in 2017 -- and lower than it was in the first COVID quarters.
Don't Cut Advertising, Transform It!
