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It’s not just the weather outside that’s frightful. The combination of cord-cutting, declining ratings, and the strike-induced dearth of original entertainment programming is cutting ever-more deeply into the profits and psyche of traditional TV companies.
In this environment, the arrival of the 2023-2024 election cycle and the continued growth in political advertising will at least provide a welcome shot of hot cocoa-like warmth. Two recent reports from The Trade Desk and the political ad insights firm AdImpact further ad some dimensionality to this silver lining for media sellers and buyers alike.
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