As marketers reorder budgets to invest more heavily in digital media advertising, the shift stands to cost television painful losses in both share of budgets and total ad spending.
In 2017, television, long the bellwether medium in advertising sales, will collect a total $72.01 billion in ad revenue, or 35.8% of total media ad spending in the U.S., according to the latest forecast by eMarketer.
Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending. And digital’s growth doesn’t show any signs of slowing down. By 2020, total digital ad spending will rocket to $1.05 billion, while television will inch up to $77.17 million. For its part, broadcast radio, which only includes over-the-air advertising and does not take into account its fast-growing off-air and digital revenues, is expected to account for 7% of all ad spending in 2017 and its share will drop to 6.1% by 2020.
Overall, eMarketer expects total U.S. advertising spending to increase 4.8% to $201.32 billion in 2017; Among digital media platforms, mobile’s share of ad spending will continue to rise steadily, growing from 10.9% in 2014 to 32.9% by 2020. Mobile advertising is expected to hit $52.76 million in 2017 and grow to $77.10 by 2020.
Digital video advertising is also on a hot streak, with projections to hit $11.72 million next year and burgeon to $16.69 million by 2020. And while TV’s share is slowly eroding, the medium is still a top buy for many advertisers. “We still expect positive growth for TV ad spend, driven by political advertising and the summer Olympics,” eMarketer senior forecasting analyst Martín Utreras said in a news release. “However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.”
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Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending. And digital’s growth doesn’t show any signs of slowing down. By 2020, total digital ad spending will rocket to $1.05 billion, while television will inch up to $77.17 million. For its part, broadcast radio, which only includes over-the-air advertising and does not take into account its fast-growing off-air and digital revenues, is expected to account for 7% of all ad spending in 2017 and its share will drop to 6.1% by 2020.
Overall, eMarketer expects total U.S. advertising spending to increase 4.8% to $201.32 billion in 2017; Among digital media platforms, mobile’s share of ad spending will continue to rise steadily, growing from 10.9% in 2014 to 32.9% by 2020. Mobile advertising is expected to hit $52.76 million in 2017 and grow to $77.10 by 2020.
Digital video advertising is also on a hot streak, with projections to hit $11.72 million next year and burgeon to $16.69 million by 2020. And while TV’s share is slowly eroding, the medium is still a top buy for many advertisers. “We still expect positive growth for TV ad spend, driven by political advertising and the summer Olympics,” eMarketer senior forecasting analyst Martín Utreras said in a news release. “However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.”
4 Local Media provides "guaranteed results" on most marketing campaigns, meaning there is zero risk to work with our team. For more information about targeted digital mobile advertising solutions, contact 4 Local Media Here