The Media Minute 12.7.22

The third quarter of 2022 saw mobile traffic and engaged time remain largely unchanged while loyalty increased and search traffic slipped in some regions. While most regions saw a decrease or no change in their percentage of pageviews from Search, it’s worth noting that the channel as a whole is on the rise. Raw traffic from Google in particular has risen in 2022, while Facebook traffic has remained flat.

If there is a positive story in the ad-spending downgrades being issued this week by the major agency forecasting units, it’s that ad budgets are becoming far less concentrated among the big digital platforms and the biggest beneficiaries are smaller digital publishers and — surprise — traditional media.

Manga predicts that 2023 will be a slow year for U.S.-based advertisers, with sales growing just 4% to $330 billion. This is largely due to the lack of cyclical and political ad spending. When this type of spending is excluded, the firm predicts ad spending will grow 6%, with market recovery in the second half of the year. Following a small uptick in ad revenues in 2022 for traditional media owners, Magna’s predicts that ad sales for publishing and television will shrink by 3% and 4% respectively in 2023.

Meta Platforms on Monday threatened to remove news from its social networking service if Congress passes the controversial Journalism Competition and Preservation Act.

“If Congress passes an ill-considered journalism bill as part of national security legislation, we will be forced to consider removing news from our platform altogether rather than submit to government-mandated negotiations that unfairly disregard any value we provide to news outlets through increased traffic and subscriptions,” spokesperson Andy Stone said Monday on Twitter.

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