MediaDailyNews
by Wayne Friedman, 5 hours ago
Traditional TV advertising continues to make steady and small single-digit percentage gains; digital TV video is sustaining its big double-digit rapid growth.
TV advertising will climb 3.3% in 2014 to $68.54 billion with digital video advertising spending 41% higher to $5.89 billion -- this according to eMarketer.
In the next four years -- 2015 through 2018 -- it is expected that traditional TV advertising platforms will see similar increases -- rising 3% in 2015; 4.5% in 2016; 3% in 2017 and 3.5% in 2018, getting to $78.64 billion that year.
Digital video advertising will see stronger growth hikes, but down from its 40%-plus gains of recent years --- adding on nearly 30% next year; 21% in 2016; 17% in 2017, and 13% in 2018, totally $12.2 billion.
Digital video total advertising will slowly eat into some of traditional TV’s share. In 2018, it will be 16% of traditional TV’s $78.6 billion total take; in 2014, it will be 9%.
There were 186.2 million digital video viewers in the U.S. in 2013 -- an 8.5% increase from 2012, says eMarketer, which more than three-quarters of all internet users. In 2014, the number of digital video viewers will increase another 4.5% to reach 194.5 million, or 77.3% of U.S. Internet users.
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