In May, ad professionals flocked to NYC for the unveiling of the 2016-17 broadcast line-up. The industry eagerly awaits the clips for fall broadcast premieres and starts placing bets on which programs will be hot and which will flop. For TV fans, there’s nothing like this behind-the-scenes look at new content. At a time when innovation and technology reign supreme, there’s comfort in this long-standing tradition.
“Goodbye 2015” – and many in the U.S. advertising industry might add “Good riddance!” 2015 saw the slowest growth in U.S. advertising since the recovery from the 2008-09 Great Recession. Although only preliminary estimates are available, advertising expenditures are forecast to have grown by less than 2% in 2015, the only year since the 16% contraction in 2009 that ad spending failed to increase more than 2% annually. By comparison, the average annual growth has been 3.8% in those six other post-recession years.