Despite an improving economic outlook, media buyer Magna forecasts that weakness of linear networks will result in national TV ad revenues falling 4.7% to $44.2 billion in 2024.
Magna sees spending on linear networks dropping 8.8% to $34.2 billion, while streaming, including ad supported video on demand, connected TV and free ad-supported streaming television is expected to jump 12.9% to hit the $10 billion mark, accounting for 22% of national TV ad market.
