New Ad Projections for 2020

Good morning,

It's been a very long year and will continue to be for the advertising industry, according to the latest forecast from Magna. Compared to last year, 2020 will finish off in a double-digit decrease in linear TV. While advertising trends, overall, will continue on a downward trend in 2020, it is expected to recover next year.

This news comes after some publishers handed down pay cuts and other temporary changes to staffers early on in the Covid-19 pandemic betting that advertising (specifically interest in print and digital) would return by the end of the year as quickly as it dried up. Will Magna's new projections be able to hold off additional cuts?

In the interim, publishers have tried to evolve for the times, with new investments in virtual events and reconfiguring their newsroom priorities to emphasize health coverage and service journalism. This comes as new products got off the ground faster than ever before to meet new consumer behavior. They're trying.

What other interesting innovation have you seen out of media/tech during the pandemic? Let me know at sara.jerde@adweek.com.

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