eMarketer Sees A Continuing Slide For Radio, As Digital Passes TV Ad Spending For The First Time
March 9, 2016 at 3:42 AM (PT)
2017 will mark a major milestone for ad spending, as total digital surpasses TV for the first time, according to eMARKETER’s newest quarterly ad spending forecast. In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the U.S. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.
“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.”
Meanwhile, eMARKETER has increased its projections for digital ad spending since the Q3 forecast. Total digital ad spending will increase 15.4% this year, to $68.82 billion. Not surprisingly, mobile continues to drive growth within overall digital ad spending. Mobile ad spending in the US will grow 38.0% this year to equal $43.60 billion. That means mobile represents 63.4% of total digital ad spending in the US this year.
“As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities -- including advertising -- to the mobile category,” said UTRERAS.