Digital advertising has been creeping up … inch by inch … on TV advertising.
Now there’s new info that underscores that trend.
“Next year will mark a major milestone for ad spending, as total digital surpasses TV for the first time,” reports eMarketer in its newest quarterly ad spending forecast.
“In 2017, TV ad spending will total $72.01 billion, or 35.8 percent of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4 percent of total ad spending.”
This eMarketer forecast shows lower growth projections for TV ad spending than did its last forecast.
“Television will grow 2.5 percent this year, compared to 4.5 percent forecast in Q3 2015,” noted eMarketer. “In the long term, TV ad spending will continue to grow by about 2 percent a year. But by 2020, TV ad spending’s share will drop below one-third of total media ad spending for the first time in the US.”
All in all, expect digital to rise and TV to sink a bit.
“We still expect positive growth for TV ad spend, driven by political advertising and the summer Olympics,” said eMarketer senior forecasting analyst Martín Utreras. “However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.”