Magna’s numbers point to an acceleration of troubles for advertising sales volume, which is now expected to shrink by 7.2% in 2020 compared to Magna’s previous estimate of a 2.8% drop. For the linear advertising landscape, which was already in trouble before the pandemic took shape, things have gotten worse as consumer digital usage has grown during lockdowns. The drop in ad sales revenues now forecast by Manga for the segment is more than the organization predicted in March, with the latest figures expecting revenues from linear ad sales to decline 16% in 2020, instead of the previously predicted 12%.
