EMarketer forecasts<\/a> buyers’ new reluctant and lack of long-term planning ability will wipe 27% of the this year’s US TV ad sales upfront season, some $5.5 billion.<\/p>\n“In H2, brands will cut a significant share of TV upfront ad spending due to difficult economic conditions,” according to the company.<\/p>\n
“Without clarity into whether business operations will be stable later in the year, brands are planning less of their TV buying in advance, which normally gives advertisers about half a year to plan a campaign, and will likely rely on inventory purchased within much shorter time horizons (scatter and digital).”<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
US digital ad spend will slow from a previously-projected 17% growth this year to just 1.7%, as brands tighten their purse strings amid the COVID-19 pandemic, according to eMarketer. But some executives think bold spending at a time when rivals are cutting back could help some brands emerge out of this period in the lead. […]<\/p>\n","protected":false},"author":15,"featured_media":67486,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8292],"tags":[5597,8409],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/67470"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=67470"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/67470\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/67486"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=67470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=67470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=67470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}