{"id":4908,"date":"2023-07-13T12:43:05","date_gmt":"2023-07-13T12:43:05","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/national-tv-ad-spend-forecast-drops-as-upfront-marketplace-languishes\/"},"modified":"2023-07-13T12:43:06","modified_gmt":"2023-07-13T12:43:06","slug":"national-tv-ad-spend-forecast-drops-as-upfront-marketplace-languishes","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=4908","title":{"rendered":"National TV ad spend forecast drops as upfront marketplace languishes"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">All those flashy upfronts presentations don\u2019t seem to be translating into big advertising commitments.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As major media networks remain largely mum on the state of upfronts negotiations, credit reporting agency and research firm S&amp;P Global has slashed its already grim forecast on national TV advertising throughout the end of 2023, citing the quiet upfront as a major factor.<\/p>\n<ul>\n<li>The ad market for network TV is now expected to shrink 7.9% in 2023 compared to a year ago, nearly 3 percentage points lower than S&amp;P Global previously forecast. (The company does not forecast exact dollar figures.)<\/li>\n<li>National television\u2019s ad outlook has also been revised to be 1.5 percentage points lower than previously forecast, and is expected to be down 5.9% YoY.<\/li>\n<li>Cable television\u2019s ad outlook was also reduced by 1 percentage point due to \u201cweak demand for general entertainment and other non-sports programming,\u201d the report found.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>The takeaway: <\/strong>\u201cSo far this year, few upfront deals have closed, and the current pacing is for less inventory to be sold and for pricing to be at roughly the same levels as last year\u2019s upfront,\u201d according to the report. That takeaway tracks with reporting from Variety that has suggested this year\u2019s upfront, in contrast to last year\u2019s, will be defined by declines in volume and lower ad rates than in past years.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">A few factors affecting the media industry help explain the declines in the forecast and the weak upfront marketplace. In addition to continued economic uncertainty, the continued decline in audience ratings for non-sports programming, as well as the continued fallout from the writers\u2019 strike in Hollywood, according to Naveen Sarma, S&amp;P Global\u2019s senior director of global ratings who served as the report\u2019s primary credit analyst.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>From bad to worse: <\/strong>As the writers\u2019 strike stretches into its third month and as the actors union, SAG-AFTRA, is precariously close to walking out, there are questions about the continued ability to produce work in Hollywood and what that will mean for advertisers. As Marketing Brew has previously reported, some media buyers expect to see ratings and audience drop-offs as some new content production grinds to a halt.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cIf the strike continues longer and content isn\u2019t made, advertisers are gonna be reluctant to spend money,\u201d Sarma said. \u201cIf this continues, and we don\u2019t have dramas and things like that on television, I could see advertisers shifting dollars to other media.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Wait and see: <\/strong>Media companies may be able to make up some of their losses in the scatter market if ad demand surges in the latter half of the year. Whether or not ad demand rebounds, though, remains an open question, and S&amp;P Global \u201cremain[s] skeptical as we have yet to see any change in advertiser sentiment.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/07\/13\/national-tv-ad-spend-forecast-drops-as-upfront-marketplace-languishes?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. All those flashy upfronts presentations don\u2019t seem to be translating into big advertising commitments. As major media networks remain largely mum on the state of upfronts [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-4908","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>National TV ad spend forecast drops as upfront marketplace languishes | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readThe email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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