As the media and advertising community is buffeted by the negative impact of COVID-19, secular economic realities will remain a concern for legacy media categories well beyond their near-term issues. Among 28 marketing communications categories, only 12 are projected to generate growth in the first half of this decade and only three of the 12 can be categorized as legacy media: broadcast syndication, Hispanic media, and cinema advertising. (See chart below.) The Myers Report projects that the inherent advantages of place-based video and cinema will drive a reasonable recovery from coronavirus-related cancellations and that marketers will slowly but surely pay long-overdue attention to the spending power and loyalty of Hispanic/Latino consumers.
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