Television ad spending is expected to drop 1% in 2017, according to a new forecast by analyst Brian Wieser of Pivotal Research.
The drop excludes the gains registered in 2016 because of the Olympics and election year spending.
Weiser has lowered his overall forecast for advertising growth in all media to 2% from 2.8%, as an unusually strong year is followed by one that begins with a large degree of political uncertainty.
“The emergence of new tariffs, infrastructure spending, subsidies or changes in regulations for favored companies or industries, changes to tax policies, the degree to which regulators and the law support more consolidation in certain industries and changes involving foreign workers in high and low tech sectors alike are among the issues that may or may not be a part of the current political agenda,” Wieser said in a note. “Whether or not they are taken up, how they are shaped and what might actually be turned into legislation is anyone’s guess. This uncertainty is unusual, to put it mildly.”
Some marketers and buyers told Wieser they would be cautious while waiting to see how things play out in Washington, D.C., as the Trump administration takes office.
Read more at broadcastingcable.com.