As marketers and consumers begin to feel some relief from the economic uncertainty that ushered in the start of the year, agencies are reporting that media spending is holding steady in 2023. That is according to respondents to a recent survey Digiday conducted for this second-annual media agency report.
“It depends on the daypart or property, but at least through the fourth quarter, there’s not going to be a lot of new programming available, because none of the networks have been able to start filming,” said Marcy Greenberger, evp and managing partner at UM. “[Programming] like late night will rebound relatively quickly. But sports was already a really strong daypart, and it will continue to be, especially with a lack of other fresh content available.”
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