Michael Nathanson, founder and media analyst of MoffettNathanson, offers a compelling perspective on the current state of the media and advertising economy. His insights not only hold relevance but also serve as a leading indicator of Wall Street sentiment. In our in-depth Legends & Leadership conversation, Michael discusses MoffettNathanson's latest report titled "State of the Industry: Sports to the Rescue." This report highlights the enduring strength of sports in the face of cord-cutting and the rapid decline of linear TV viewing, positioning it as a foundation for network television. However, Michael also raises concerns about the increasing possibility of sports rights shifting towards streaming platforms.
According to Michael, the traditional media landscape is facing significant challenges as media buyers are presented with more options and linear viewing continues to dwindle. While he does not delve into the economic future of AI just yet, he acknowledges its potential in content creation and how it can "turbo-charge" the process of crafting impactful messages, leading to more clicks and improved ROI for those who can swiftly innovate. This advancement will make creative messaging even more quantifiable.
During our extensive conversation, Michael expresses his apprehensions about the advertising economy in 2023. He predicts a negative performance for the entire year, marking the first time the advertising economy will experience a downturn in a non-recessionary period.
To gain a comprehensive understanding of Michael's insights and forecasts for the state of the industry, view the full conversation above and here. MoffettNathanson's detailed 2023 economic forecast for the overall advertising economy, specific media categories, and individual media companies is available for download below, complete with Michael's explanations, perspectives and predictions.