U.S. ADVERTISING FORECAST CUT AMID “UNCERTAIN TIMES” IN GLOBAL ECONOMY

Summary from the TLDR Marketing newsletter

U.S. ad revenue growth forecast is now at 4.3% for 2025, down from earlier estimates of 4.9%, amid economic uncertainty and potential disruptions from tariffs. Traditional media is expected to decline overall, with linear TV down 5.9% and local TV down 3.7%, while streaming TV ad revenue is projected to grow 14.3%. Most of the market's growth is concentrated in digital channels like social media and search, as advertisers prioritize near-term performance.