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Media costs to rise 4.5% in 2022, led by TV and online video | WARC | The Feed

Media costs to rise 4.5% in 2022, led by TV and online video
16 February 2022
Media costs to rise 4.5% in 2022, led by TV and online video
Digital media planning & buying Online video planning & buying Outdoor & out of home planning and buying

Media inflation of 4.5% is expected this year and is being led by TV and online video worldwide, according to the latest data from ECI Media Management.

Why it matters

The advertising market underwent significant disruption during 2020 and the effects are still being felt. TV costs are expected to continue to rise strongly in 2022, with growing advertiser demand for online video also raising costs.

Despite this disruption, media inflation is expected to make a full recovery this year and surpass pre-pandemic 2019 levels.

Takeaways

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