Television could go the way of newspapers if the US economy tips into recession, analyst warns
Posted: Mon Apr 21, 2025 3:29 pm
"Given the ongoing secular headwinds facing the linear TV ecosystem, we worry that television could mirror the fate of radio and newspapers during past recessions," MoffettNathanson analysts Michael Nathanson and Robert Fishman warned in a report last week.
As recession fears mount following Trump's sweeping new tariffs, US media and internet companies face a potential multibillion-dollar hit to ad spending that could potentially deliver the death knell to traditional television advertising.
If a recession were to materialize, MoffettNathanson estimates US ad spending would come in $45 billion below current forecasts.
That estimate would mean an 11.5 percentage point blow to top-line revenue growth across the media landscape. Digital platforms would bear the brunt, realizing $29 billion less in ad spending, with TV facing a $12 billion shortfall.
Even before the Trump administration's April 2 announcement of a 10% baseline tariff on nearly all foreign imports, MoffettNathanson said companies were...
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As recession fears mount following Trump's sweeping new tariffs, US media and internet companies face a potential multibillion-dollar hit to ad spending that could potentially deliver the death knell to traditional television advertising.
If a recession were to materialize, MoffettNathanson estimates US ad spending would come in $45 billion below current forecasts.
That estimate would mean an 11.5 percentage point blow to top-line revenue growth across the media landscape. Digital platforms would bear the brunt, realizing $29 billion less in ad spending, with TV facing a $12 billion shortfall.
Even before the Trump administration's April 2 announcement of a 10% baseline tariff on nearly all foreign imports, MoffettNathanson said companies were...
➤➤➤ SEE MORE @ YAHOO NEWS