Television’s share of the global advertising market has peaked in 2014 as brands start to move an increasing amount of their media budgets to online video, according
ZenithOptimedia’s end-of-year forecast.
Although TV is still a dominant force in advertising, currently accounting for 39.6% of total spend this will fall back to 37.4%
in 2017. However, TV ad spend is still expected to grow by an average of 3% a year between 2014 and 2017. Online video will account for 2.8% of global ad spend by 2017, from the current 1.9% in 2014.
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