Forecast: Growing Global Media Time; Online To Exceed Linear TV
- by Wayne Friedman , May 3, 2018
Worldwide media consumers are spending a bit more time with media this year versus last year — an average 9.73 hours per day versus 9.68 hours in 2017, per GroupM.
Results are weighted by local media investment.
In addition, GroupM predicts that by the end of this year, digital media will overtake time spent with linear TV for the first time on a worldwide basis. In 2018, online media will have a 38% share, with TV at 37%; radio at an 18% share and print at a 7% share.
GroupM says online media on a daily basis among global consumers will rise from 3.5 hours to 3.7 average daily hours, linear TV will dip to 3.6 average hours (versus 3.7 hours in 2017), and radio will remain at 1.7 hours a day, with print decreasing to 41 minutes from 42 minutes per day.
Across some 35 countries, GroupM says the share of programmatic deals versus all digital media deals in 2018 will rise to 47% -- up from an average 44%. It was 31% in 2016. Looking at online video investment, programmatic deals will rise to 24% of all deals in 2018 versus 22% in 2o17 and 17% in 2016.
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The amount of time that the surveys report people spend with media has virtually nothing to do with media selection by advertisers. If it did, then magazines would have been out of business many decades ago and radio would have much greater national ad revenues than it actually does capture. As for digital media vs. "linear TV", as we have reported to our "Intermedia Dimensions" and "TV Dimensions" subscribers in our new, timely, "Alert" reports, at present, TV garners well over than three times the branding ad revenues that digital media receives, despite the latter's impressive time spent stats.