The Myers Report Projects Big Drops In Ad Spend On Most Media, But Podcasts To See Increase

Projections

JACK MYERS' THE MYERS REPORT has adjusted its projections for 21 advertising categories in the face of the COVID-19 CORONAVIRUS pandemic, and audio, including radio, is expected to take a big hit, with one significant exception.

Audio as a whole is expected to fall 25.7% and linear audio -- radio included -- is now expected to drop 30% this year as opposed to 2019, while digital audio is, MYERS says, looking at an 18% decrease. But podcasts are a rare exception to the across-the-board decreases among all media, with MYERS predicting podcasts seeing an 8% increase in ad spending this year. Other categories expected to show an increase are online-originated video advertising (26%), videogam advertising and virtual gaming currency (4%), and interactive, VOD, and addressable TV advertising (12%). The rest of the media is expected to show substantial drops in ad spend, including newspapers (-25.7%), out-of-home (-44.2%), and all TV categories.

See all the categories here.

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