“TV ad growth can be heavily impacted by world events, so it’s possible that spending could return TV to $72 billion again,” said eMarketer forecasting director Monica Peart. “But it is unlikely that it will exceed that going forward, as ratings and viewership declines accelerate.”
According to eMarketer’s TV viewer projections released in July, the number of US cord-cutter households will climb more than 19% this year to 21.9 million, reducing the number of pay TV households to 86.5 million.