Despite a bumpy year due to the pandemic, all signs are pointing to the advertising market returning to normal in 2021. Advertising around traditional mediums like TV and radio is expected to stabilize, while digital ads are projected to grow.
Advertising spending is looking at a 4.6% overall decline in 2020 compared to 2019, including the 7.2% drop in the first half of the year. Next year, forecasts suggest ad spending will grow 4%.
The recovery is being led by four major factors: economic reopenings, political ads around the U.S. presidential election, the return of sports, and next summer’s Olympics. The Tokyo Games — which were postponed to 2021 — should bolster the year’s advertising market with approximately $800 million in additional spending.
2019: $224 billion in ad spending
2020: $213 billion in projected ad spending
2021: $222 billion in projected ad spending
2020 Advertising Takeaways:
- Linear ad sales — including TV and radio — are expected to see a 16% year-over-year decline.
- Digital advertising is expected to grow 4.2% year-over-year to $133 billion.
- Amazon ad sales grew 43% in the first half of 2020, including Twitch’s 52% increase.