TV ad spending in the U.S. fell 5% during the fourth quarter, according to new data from Standard Media Index.
SMI says that overall media spending in the U.S. continues to show improvement, led by 26% fourth-quarter growth in digital spending.
Overall U.S. ad spending rose 6% in the fourth quarter. That follows a big 30% drop in the second quarter, when the economy was hurt by the early fallout from the Coronavirus outbreak. The spending decline slowed to 3% in the third quarter.