Trad TV Ads Solid, But Digital TV Video Soars

Traditional TV advertising continues to make steady and small single-digit percentage gains, while 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, to reach $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 -- to total $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 is  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.

"Watching TV" photo from Shutterstock.



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