OTT Won’t Stop US TV Ad Shrinkage: GroupM’s Wieser
- June 7, 2019
Five months after the “most-quoted man in advertising” moved from Pivotal Research to go in-house at GroupM, Brian Wieser has some mixed news for his new employer.
Wieser, who was a media and marketing soothsayer at the research firm and is now business intelligence global president for the agency, says TV ad spend will decline – even accounting for new over-the-top advanced ad offerings.
“We are forecasting underlying decline in (US) television, excluding political advertising, of around 2% in 2020,” Wieser tells Beet.TV.
“That includes connected TV. That includes over-the-top. That includes other forms of premium content-related advertising.”
Wieser’s figures come from “This Year, Next Year“, amongst the first of his forecast reports to release whilst at GroupM, which looks at the US advertising market.
Please watch the full interview on Beet.TV here.