Yesterday Group M released its 2020 Mid-Year Forecast for US Advertising Revenues.  Here’s the summary table for the percent change in revenues by media sector.

Change in US Media Ad Revenue (including political advertising)

Source: GroupM US Mid-year Advertising Revenue Report, June 2020

• OOH revenues are forecast to decline by 21% in 2020 versus a 8% forecasted decline in all US Media revenue.  The decline is concentrated in the second quarter of the year.  Magazines, radio newspapers and directories will decline more than out of home.  Internet, search, direct mail and TV will decline less than out of home.
• The US out of decline is more muted than the out of home decline in the next of the world because the US didn’t shut down as comprehensively.
• Group M forecast’s out of home growth of 5% growth in 2021.  This exceeds all media sectors except internet and search as out of home benefits from “the flexibility that follows from digitization, including programmatic trading tactics.”

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