U.S. Digital Ads Top Traditional Media, TV Sinks 2.2%

Digital advertising will exceed traditional advertising in the U.S. this year, according to an eMarketer forecast -- growing 19% to $129.34 billion.

Traditional media spending -- including TV, newspapers, and radio -- will decline 5%. It will drop from $114.84 billion in 2018 to $109.48 billion in 2019. 

By 2021, digital advertising will grow to $172.29 billion, with traditional media slipping to $104.32 billion.

This year, digital will represent 54.2% of total U.S. ad spending, while traditional media will garner 45.8%.

Mobile will account for two-thirds of the digital total: $87.06 billion.

Google will command 37.2% of the business; Facebook,22.1%; Amazon, 8.8%; Microsoft Corp., (including LinkedIn), 3.8%; and Verizon, 2.9%. Rising 50% in revenues -- to $11 billion -- Amazon will see big share gains. It had a 6.8% total share of digital advertising spend a year ago.

TV will decline 2.2% to $70.83 billion, due to the absence of Olympics and political advertising from the elections of a year ago. TV’s results exclude digital media spending.

Print advertising will drop 17.8%, while radio is expected to sink 1.8%. Out-of-home will post the only gain in traditional media, up 1%.



1 comment about "U.S. Digital Ads Top Traditional Media, TV Sinks 2.2%".
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  1. Ed Papazian from Media Dynamics Inc, February 20, 2019 at 12:10 p.m.

    Wayne, the average branding campaign ---as opposed to direct response and small mom and pop marketers----allocates much more of its ad spend to traditional media than to digital media. Take out the spending that you would never see on TV from the digital stats cited, and digital would drop way below as opposed to "exceeding" TV in ad revenues.

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