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.