"Coming into the first quarter things seemed like they would be softer [compared to the same time the previous year, and it turned out they came out very strong."
"The nimbleness of digital channels helped the category grow 4.9% in the first quarter. Wieser now sees it jumping 9.9% in the second quarter and 10.3% for the year."
"Through it all, digital TV is quietly gaining ground. It's share of the TV pie ticked up from 27% to 29% year over year."
"For the full year, Wieser expects national TV media owners to shrink by 2.7%, partly due to tough comparisons from last year's Olympics."
Ad spending in the U.S. is projected to grow 6% in the second quarter and for the year, up from previous estimates of 3.6%. Digital advertising is thriving due to its scalability and flexibility, especially during uncertain times, leading to a forecasted growth of 10.3% for the year. While commerce, retail, and social sectors drive this growth, traditional TV advertising struggles, with expectations of a 2.7% revenue decline for national media owners. Digital TV's market share, however, is quietly increasing, reflecting potential shifts in viewer engagement.
Read at Digiday
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