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March 11, 2020

How Much Will Coronavirus Disrupt Ad-Supported Media? That Depends, Says Analyst

MediaPost: "The spread of coronavirus in the U.S. and worldwide would “briefly” hurt the advertising-supported media industry, according to one analyst.Neil Begley, media analyst/senior VP of Moody’s Investors Service, wrote that advertising disruptions “may be short-lived and should follow a similar economic pattern to that of the aftermath of September 11, 2001.”However, he cautions: “If the virus spreads widely in the U.S., economic contraction and short supply of consumer products and durables is likely and would last through to the end of the outbreak, which could be more than one quarter.”Begley adds: "The effect on U.S. media companies’ advertising revenue would be significant. Yet, because of the nature of the disruption, we believe the duration could be short — unlike the longer consumer-led recession during and following the 2008-2009 financial crisis."A wide range of companies would be affected: Cable and broadcast networks; TV station groups; sports leagues, teams and regional sports networks; and internet advertising companies. To a much lesser extent, he says, pay TV providers would be affected"...


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