The 2020 US holiday season posted better-than-expected retail sales growth, as huge ecommerce gains added to a surprisingly positive performance for brick-and-mortar retail. The early outlook for the 2021 holiday season is solid despite major economic uncertainty ahead.
 |  | As COVID-19 cases skyrocket in Japan this year, and vaccination rates remain low, citizens have expressed a concern that the gathering of many viewers for the Olympic games in Tokyo could cause more cases to arise.
However, TV viewership will be unaffected. 63% of the US population still plans to watch the Olympics this year, according to Kantar Media data cited by MediaPost. Advertisers hoping to capture the attention of this audience will likely jump at the chance to reach them through this large-scale, live TV event.
Insider Intelligence forecasts that the total US TV ad spend will hit $65.90 billion this year. TV ad dollars are expected to recover from 2021 through 2025 but will remain below the $70 billion threshold.
The consistency of viewership makes it easy to anticipate that Olympics ad sales will increase every four years. However, it is a good sign that certain cable TV events are still able to draw in audiences and advertisers, despite the rise of digital TV viewership and the pandemic's effect on global ad spend.
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- How can I invest to reach consumers effectively where they are spending their time and attention, both online and offline?
- What do I need to know to plan around market forces that could disrupt my traditional business?
- What digital capabilities should I invest in to get ahead of disruptive trends?
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