After some promising advertising results this year, expect TV advertising to sink back into a decline in 2019 -- as digital advertising continues to soar.
MoffettNathanson Research says total TV advertising will drop 4.3% in 2019 -- all due to lower comparisons against the Winter Olympics and U.S. midterm elections this year.
Overall, U.S. advertising will grow 5% in 2019 versus a 8.2% hike this year. Much of this continued growth is coming from digital advertising. Next year's estimates forecast that digital advertising will sustain its strong gains -- up 18.3%, somewhat on par with a 21.9% boost for 2018.
Looking at specific TV businesses:
Local TV stations will sink 7.2% in 2019 (versus a 9.1% climb estimate for all of 2018), while the big four broadcast networks will be down 3.5% (up 6.0% for 2018); national cable networks will be off 3% (from a 2% improvement this year) and local cable will be down 4.1% (with a 3.8% gain this year), while national TV syndication will slip 1% (versus the same decline this year).