Digital Media Ad Spend To Surpass TV In 2017

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.

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2 comments about "Digital Media Ad Spend To Surpass TV In 2017 ".
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  1. Ed Papazian from Media Dynamics Inc, March 9, 2016 at 3:59 p.m.

    This information has little or nothing to do with the way advertisers evaluate each medium. The only way to partially fix that is to break down the figures by type of advertising---branding, direct response, sales service/promotion, etc. . Then, at least, you are levelling the playing field. Even if digital's total for all types of campaigns was double that of TV, the letter would still top digital by a big margin when it comes to branding dollars.

  2. Leonard Zachary from T___n__, March 10, 2016 at 1:01 p.m.

    Ed TV has little or nothing to do with Attribution. 

    Why walk backwards when TV needs to walk Forward?