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# Total TV Advertising Forecast to Fall Five Percent in 2017
- URL: https://capitolcommunicator.com/total-tv-advertising-forecast-to-fall-fiver-percent-in-2017/
- Published: 2017-08-24T19:15:23.000Z
- Updated: 2017-08-25T13:59:35.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #Import 2026-10-08 18:48

**Total TV advertising is now set to decline by 5% in 2017,** according to one analyst, who has lowered his estimates, reports [MediaPost](https://www.mediapost.com/publications/article/306218/steeper-declines-in-tv-ads-expected-for-2017.html?ref=capitolcommunicator.com), which added, “Michael Nathanson, senior media analyst at MoffettNathanson Research, lowered his annual projection for TV, now factoring in second-quarter TV results, which sank 3.2%.

“TV stations lost 7% in advertising during the period ($2.3 billion), while cable networks were off 2.4% ($5.9 billion), local cable advertising lost $865 million, and broadcast networks dropped $3.4 billion.

“Nathanson estimates the total U.S. advertising market will grow 2.5% for the year, boosted by digital media growth continuing to earn high double-digit percentage improvements — 18.5% higher — an estimate that remains unchanged.

“TV will not be alone in the losses. Other traditional media will also take a beating: outdoor, radio, newspapers and consumer magazines will collectively sink 7%.”