Digital Media Ad Spend To Surpass TV In 2017

 

• by Wayne Friedman, Yesterday, 4:21 PM

Digital advertising spending looks to surpass traditional TV ad spending next year -- with growing digital video making the picture more complex.

 

Digital advertising spending will grow 12.4% in 2017 to $77.37 billion, while traditional TV advertising climbs 2% to $72.01 billion, according to eMarketer. This year, digital is estimated to hit $68.82 billion, while TV reaches $70.60 billion.

 

TV estimates include broadcast TV -- network, syndication and local TV spot -- and all cable TV.

But digital video is also a factor -- getting to $9.84 billion and rising 12% next year to $11.72.

 

Traditional TV programmers/networks benefit from the large piece of premium digital video; increasingly, local TV stations look to gain as well, according to analysts.

 

Mobile is a major component of digital media growth -- estimated to climb 21% to $52.76 in 2017. Mobile media is forecast to hit $43.60 billion this year.

 

This year, TV will command a 36.8% share of total U.S. ad spend, followed by digital at 35.8%; print (newspapers and magazines), with a 13.9% share; radio at 7.4%; out-of-home with 3.9%; and directories, at 2.2%.

 

Estimates from eMarketer say total U.S. advertising spend will rise 4.8% to $201.32 billion in 2017; growing 5% in 2016 to $192.02.