Facing both an uncertain advertising market and regulatory environment, TV and radio station owners gathered in Las Vegas this month for the annual NAB Show. Put on by the National Association of Broadcasters, the event focused on emerging technologies such as AI, advertising advancements, and NextGen TV.

S&P Global Market Intelligence Kagan analysts Justin Nielson and Peter Leitzinger, who both attended the event, discuss how core advertisers are adopting a cautious "wait and see" approach due to economic insecurities, particularly concerning tariffs and inflation. This hesitance is evident as advertisers are holding back on increasing budgets, impacting spending across key categories like automotive and retail.

Additionally, the conversation covers the industry's push for deregulation, particularly with regards to the national 39% ownership cap. This dual focus on navigating current market uncertainties while seeking regulatory relief underscores the evolving challenges and opportunities within the broadcast sector as the industry adapts to changing market dynamics.

More S&P Global content:

US political ad spending soars as election looms

Featured experts:

• Justin Nielson, principal analyst at S&P Global Market Intelligence Kagan.
• Peter Leitzinger, analyst at S&P Global Market Intelligence Kagan.

Credits:

• Host/Author: Mike Reynolds
• Producer/Editor: Sarah James

www.spglobal.com

www.spglobal.com/market-intelligence