TV Ad Sales Execs Worry the Biggest Covid-19 Revenue Losses Are Still to Come
‘Next year could be tougher than this year’
Covid-19 will result in as much as $12 billion in lost ad revenue during the first half of 2020.
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Key insights:
- Amid uncertainty over how consumer sentiment and spending habits will change after quarantine, media companies and buyers are preparing for a staggered upfront marketplace.
- Scatter is slowly picking up, but publishers and marketers alike are eagerly awaiting the return of live sports.
With May’s arrival, Americans are entering their third calendar month under quarantine. But with some states lifting shelter-in-place orders, and others starting the process of determining how they may reopen, it is tempting to hope that the worst of the Covid-19 pandemic may finally be behind us.
