Global TV Ad Spend Up 1% In 2018

Global TV ad spending on linear TV -- real time and delayed viewing -- inched up 1% in 2018, estimated to be $140 billion, according to WARC, a U.K.-based media research company.

Looking at 12 key markets -- Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK and the U.S. -- linear TV has a 41.9% share of all worldwide advertising.

Other estimates show the U.S. would represent about half of global linear TV advertising spending this year -- around $70 billion.

Globally, addressable TV advertising continues to see rapid growth -- now at $1 billion worldwide this year -- a 0.7% share of the total linear TV advertising market. It predicts that by 2022, addressable advertising's share will be 10%.

It estimates that 71% of TV advertising spend is responsible for “long-term advertising-generated profit.”

The research company also says worldwide mobile internet advertising is in second place, at $58 billion.

Media agency strategic unit Magna estimates U.S. national TV will be up 1% this year; taking out cyclical business (political and Winter Olympics), it's down 1%.

Local TV looks to grow 9% this year -- but down 4.5% when eliminating political advertising.



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