NEW YORK — eMarketer is following
other big media agencies’ advertising
downgrades and is lowering its estimates
for total U.S. TV advertising in 2017
— projecting just a 0.5-percent rise over
the year before.
The media research company now
says total U.S. TV spending will grow
to $71.65 billion from $71.29 billion in
2016. Previously, eMarketer had estimated $72.72 billion in spending for 2017.
Analysts say the slowdown was somewhat anticipated without the Olympics
and political advertising. Total TV share
of U.S. advertising for 2017 will drop to
34. 9 percent from 36. 6 percent a year
ago, and it will keep falling through
2021, when it is estimated to be 29. 4
“Last year, even the Olympics and
presidential elections could not prevent
younger audiences from abandoning pay
TV,” said eMarketer senior forecasting
analyst Chris Bendtsen in a statement.
That said, TV viewership among adults
aged 55 and up will continue to rise
— though that’s the only demographic
where this is the case.
According to an eMarketer press
● TV ad spending will continue to
grow during the next several years,
but growth rates have been adjusted downward.
● 22. 2 million will become cord cutters this year, an increase of 33. 2
percent vs. 2016, and significantly
higher than the previous forecast
of 15. 4 million. “Cord nevers” will
grow 5.8 percent to 34. 4 million
U.S. adults. It’s expected that by
2021, the number of cord cutters
will almost equal the number of
those who never had pay TV at
● TV will continue to see less than
1 percent annual growth through
2019, but 2020 — another big
political advertising election and
Olympic TV year — will see a
boost of 2. 5 percent to $74.03
billion. Then in 2021, ad spend is
estimated to climb just 0.2 percent
to $74.17 billion.
Other estimates include that by the
end of 2017, there will be 196.3 million
U.S. adults watching via pay-TV providers — cable, satellite, or telco. That’s
down 2. 4 percent from 2016. By 2021, it
will drop to 181.7 million.
eMarketer also attributes the reduction in TV viewing to a slew of new
skinny bundle service launches from the
likes of Hulu and You Tube — and existing players like Dish’s Sling TV — as
well as standalone subscription services
from individual TV networks like HBO
Average daily TV watch-time among
U.S. adults is also expected to drop 3. 1
percent — to three hours, 58 minutes —
this year, according to eMarketer, while
digital video consumption is expected to
rise 9. 3 percent to one hour, 17 minutes.
eMarketer: 2017 U.S. TV Ad Spend Flat;
22M to Cut Cord This Year
BY DOUG McPHERSON
Retailers Gearing Up – and Down – for Holidays
BY DOUG McPHERSON
NEW YORK — Target is increasing hiring,
Macy’s is hiring fewer workers, and
Walmart says it isn’t hiring at all for the
2017 holiday season.
Target reports it will hire
approximately 100,000 workers in its
1,816 U.S. stores, plus another 4,500
for its distribution centers and fulfillment
facilities. Target says every one of its stores
will hold hiring events in October.
“The increase in hires — which
will help us keep improving our guest
service — is part of the investments we
announced earlier this year,” the company
said in a blog post.
The move is an adjustment in favor
of brick-and-mortar: Target hired 70,000
seasonal workers in stores and 7,500 in its
distribution/fulfillment centers a year ago.
Meanwhile, Macy’s said it will hire
about 80,000 seasonal associates
for positions at its stores, call centers,
It’s the same approach the retail
giant took last year. McKenna added
the company had great feedback on the
approach from customers and employees.