The changes in consumer habits and the new content formats that the internet has brought have modified the position that television occupies in the media establishment. From being the great favorite of the audiences, it has gone on to see how consumption habits change and how its viewers are launching to dedicate more and more time to alternative content sources.And where the audience goes, the advertisers end up going. The analyzes on the state of things make it clear.The last of the studies comes from the United States and analyzes the advertising investment data that television will achieve in that market in the coming years. The study, carried out by eMarketer, makes it clear that television is going to lose traction as a destination for advertising investment in the coming years in a notable way.The estimates from eMarketer notes that in 2022, be and less than 25% of all advertising spending in the US companies to carry. In fact, the study concludes that TV has already experienced the best moment in a ten-year span. Its “peak” in advertising investment was in 2018.
After that year, and despite Costa Rica Phone Numbers List the existence of peak moments in the advertising spending calendar, television is not going to recover.The study even concludes that this year it will end with a fall of about 3% in investment. In 2020, despite being a peak year in advertising spending, it will only go up by 1%. 2020 will be the year of the US presidential elections, an element that has a powerful pull in advertising spending (candidates have to pay for advertising space as if they were brands), but also that of the Tokyo Olympics, a date with a global advertising impact. The general forecasts for advertising spending are that next year will bring growth, but it is not something that affects television at least as much as it should.As the Olympic year is over, things will continue to slow down, albeit slowly.
Marketer estimates that television will lose 1% per year in advertising spending, which cumulatively will lead to it losing weight in the overall advertising market. This is how it will reach that 2022 in which it will be less than a quarter of the advertising market.Given that audiences are in decline, eMarketer analysts do not believe that television has room for maneuver to stop that decline.Why this data matters globallyThe data is focused on the US market and the percentages cannot be directly transplanted to other markets. However, the figures outside the US are not good either. For example, in Spain, and according to InfoAdex data , television advertising investment fell 6.3% in the first nine months of 2019 compared to 2018. Advertisers are also allocating less money to the usual televisions.
The United States was an outpost of how things were going to change and continues to be. The US market works as a kind of first market in which the changes that will later reach the other markets are applied and that European televisions will have to accept and for which they will have to prepare. It was the first in which the VoD ate the linear television market and also the first in which the streaming wars that competed for the audience started.Now he is the one who makes it clear what effects the change has for televisions and for their income via advertising. The other televisions in the other markets should take note to prepare their strategy.