Television could go the way of newspapers if the US economy tips into recession, analyst warns

Key Points

  • Recession fears due to Trump's new tariffs could lead to a $45 billion shortfall in US ad spending.
  • Traditional TV advertising might face a significant decline, mirroring the fate of radio and newspapers in past recessions.
  • Digital platforms are expected to lose $29 billion in ad revenue, while TV would see a $12 billion shortfall.
  • Companies like Meta, Snap, and The Trade Desk are projected to suffer stock declines of at least 30%.
  • Netflix and Alphabet are better positioned to handle economic downturns due to their business models.

Summary

The recent announcement of sweeping tariffs by the Trump administration has reignited fears of a recession, potentially leading to a significant reduction in advertising expenditures across the US media landscape. Analysts from MoffettNathanson estimate that a recession could result in a $45 billion shortfall in ad spending, with digital platforms facing a $29 billion cut and traditional TV losing $12 billion. This downturn could accelerate the decline of traditional television advertising, which has already been facing secular headwinds. The advertising industry, which saw a rebound in 2024 due to political spending and a post-pandemic digital boom, now faces a more bearish outlook due to the uncertainty caused by these tariffs. Companies heavily reliant on ad revenue like Meta, Snap, and The Trade Desk are expected to be hit hardest, with potential stock declines of 30% or more. Conversely, firms like Netflix and Alphabet, with less dependence on advertising, are better equipped to weather the economic storm. The impact could extend to traditional media giants like Disney and Fox, potentially reversing recent earnings gains.

yahoo
April 19, 2025
Stocks
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