Pink's Bottom Line on Media, Money and Sports

Local advertising goes mobile, a holiday shopping forecast and a new starting quarterback for the Green Bay Packers

In today’s newsletter, I discuss why local advertising is going mobile, why this should be a good holiday shopping season and why Green Bay’s starting quarterback today should fare well.

MEDIA: Local Advertising Goes Mobile

Local ad spending on mobile will be greater than the combined total spent on local television and local radio next year, according to a forecast from BIA Advisory Services, a research firm that focuses on the local media industry.

According to that forecast, advertisers will spend $34 billion on mobile in 2022, and $33.7 billion on local television and radio combined.

Pink's Bottom Line

For all of 2022, BIA forecasts total local advertising across all media to grow 10.1% on a year-over-year basis to $161.5 billion

That annual growth is due in part to the midterm elections in 2022, where spending on political local advertising should increase significantly.

As such, the BIA forecast suggests that political advertisers will turn to mobile to reach voters locally, in addition to traditional local television and radio.

MONEY: Holiday Shopping Forecast

The National Retail Federation (NRF) forecasts a jolly holiday season for the nation’s retailers.

The NRF says it expects holiday sales to grow between 8.5% and 10.5% in 2021 compared to 2020.

Pink's Bottom Line

The NRF’s forecast is similar to a forecast earlier this year from Deloitte , which predicted that holiday sales would grow between 7% and 9% annually.

If the holiday shopping season is indeed strong, that bodes well for the overall economy as consumer spending accounts for roughly two-thirds of all economic activity in this country.

SPORTS: New Starter for Green Bay

Jordan Love, a second year quarterback for the Green Bay Packers, will start tonight’s game against the Kansas City Chiefs as Green Bay starter Aaron Rodgers tested positive for coronavirus and will miss today’s contest.

Love, a late first round selection by the Packers in 2020, didn’t play at all in the regular season last year, and he has taken only a few snaps in two games this season.

Pink's Bottom Line

As a result, Love will be making his professional debut as a starting quarterback in a regular season game against the Chiefs this afternoon, and I expect Love to have a solid game for three reasons.

First, Green Bay’s coaching staff will tailor the offense to suit Love’s skills — the staff will put him in a position to succeed.

Second, according to Pro Football Reference, the defense of the Chiefs is ranked 28th out of 32 teams in the NFL, which means that Love won’t be facing particularly fierce opposition in his first game as a starter.

Finally, Love is a very talented player, and he will eventually excel as a pro whether it’s with Green Bay or elsewhere.

---

Jeremy Pink is currently an advisor to media and fintech companies around the world. He is the former CEO of private-equity backed Broadcast Sports International where he helped lead the company to a successful sale and exit during his tenure there. He is also a former CNBC television executive in New York, London and Singapore.

The information contained in this communication is strictly for general informational and entertainment purposes and is not meant to be construed as financial, investment, tax, or legal advice. This communication is not a solicitation to buy or sell any securities. I am not a financial advisor or offering professional advice of any kind. Users should not act upon the content or information found within this communication without first seeking professional advice appropriate for their individual situation. Decisions based on information contained in this communication are the sole responsibility of the user, and use of this communication and its contents constitutes an explicit understanding and acceptance of the foregoing disclaimers.

(Newsletter Editor: Karina Pink)