Supply-chain challenges could impact US TV advertising revenue in Q4 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2021, 2:57 PM GMT+0

NFL and college football are supplementing plenty of TV impressions, according to MoffetNathanson Research.

Because of slower TV advertising sales, the advertising supply chain in the US will be down 1% in Q4 2021 compared to the same period a year ago. According to the report, this trend could continue into 2022. The 1% dip follows a similar trend of a 1% drop in the third quarter, excluding NBC's Tokyo Summer Olympics result.

In comparison to Q4 2020, digital media is predicted to rise 25% in Q4 2021. The author contends that the National TV scatter inventory is “yet to sell out” in Q4”.

However, the TV deals made during the summer period would mean that the Q4 would not be cancellable. The study states, “We think that ad weakness from supply-chain issues will be more media sector dependent, due to pressure from auto and tech, due to chip shortages, as well as from CPG, from rising input costs.”

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