Every month the FOX Portfolio & Solutions team will bring you strategic marketing intelligence, insights, and solutions that focus on your brand needs and marketplace trends. This month’s update focuses on the healthcare industry and shares some key findings on the latest research, what’s new in the industry and how your brands can break through with the power of the FOX Portfolio. Below you’ll find the Tech and Telecom Category Insights Newsletter.
Category Outlook
Growth & Momentum Forecast
Growth is anticipated across the Tech and Telco category, with MAGNA forecasting an increase in category total ad spend of +29% in 2021, as final numbers are not official yet, and a projected +11% in 2022. For National TV ad spend, an increase of +16% in 2021 is projected based on an easier 2020 comparison, new product launches, and increased competition, but TV dollars should see a slight decline YoY in 2022.
- WIRELESS GROWTH: Following a pull-forward of subscriber adds during the pandemic, the wireless sector could see slower growth in 2022 making for a more competitive environment. 5G ramp-up could serve as the biggest growth driver.
- TECH MOMENTUM: Revenues of the 4 Big Tech advertisers are expected to climb +13% in 2022 and +12% in 2023 (1). Momentum should be driven by continued demand for cloud, software, and services given ongoing, massive digital transformation across industries.
Tech & Telecom Sales and Ad Review
Tech & Telecom ad spend sharply rebounded from the dip in 2020, soaring +22% YoY across all media during the first eleven months of 2021. Higher telecom dollars were mainly driven by digital while TV spend has not returned to pre-COVID levels. Tech experienced strong growth in both digital and traditional channels (2).
Headlines in Wireless and Tech
2021 wireless service revenue growth was solid with customer migration to higher-end unlimited plans and easier annual comparison, and Big Tech grew faster and became even more profitable during the pandemic.
For Questions or more detail
Please contact the FOX Portfolio Strategy & Solutions team to help you with strategic marketing intelligence, insights and solutions.
STEPHANIE CHUA | Director, Portfolio Strategy & Solutions | stephaniekline.chua@fox.com
JEFF FOSTER | Senior Manager, Portfolio Strategy & Solutions | jeff.foster@fox.com
RISTEN CLARKE | Specialist, Portfolio Strategy & Solutions | risten.clarke@fox.com