It will finally happen next year: eMarketer research predicts total digital ad spend will surpass TV for the first time. TV spend will total $72 billion in 2017, compared
to a digital spend of $77 billion. Additionally, eMarketer has lowered its growth projections for TV ad spending since its previous forecast, saying TV will grow 2.5% this year,
compared to 4.5% forecast in Q3 2015.eMarketer senior forecasting analyst Martín Utreras said positive growth for TV ad spend is still expected,
but more ad money may flow to digital "as a way of optimizing spending in what may be a challenging economic year."
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