Increasing Online Viewership To Drive Down TV Ad Sales

Increasing Online Viewership To Drive Down TV Ad Sales

Next year looks pretty good for worldwide ad sales, although not so much for U.S. television, two leading forecasting firms will report today at the UBS Global Media and Communications Conference. ZenithOptimedia expects global sales to increase 4.9% to $545 billion, while Magna Global is a tad more conservative projecting a 4.8% increase to $536 billion. The growth rates are lower than this year’s 5.5%. But 2015 still looks strong considering that it won’t have the boosts we saw in 2014 from the Winter Olympics, the FIFA World Cup, and the U.S. mid-term elections.

Advertisers are excited by digital and mobile platforms — spending on digital will match TV in the U.S. next year, Magna says. Buyers also will spend a lot more in Latin America, where some countries including Venezuela and Argentina have astronomical inflation, and in fast-growing parts of Asia including China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand, and Vietnam.

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