TV's Role In Global Ad Market Continues To Erode: Internet, OOH Ascendant


TV is poised to lose its dominant share of global ad spending within the next two years, according to a revised outlook released today by Publicis Media's Zenith unit.

TV is projected to lose more than four percentage points, dropping to a 26.5% share of global ad spending in 2021 from a 30.8% share in 2018.

Internet display advertising, conversely, will emerge as the dominant medium, but if you add search and classified advertising, the internet already is the top global ad medium.

All analog media are projected to decline with the exception of out-of-home, which will remain stable at a 6.5% share of ad budgets.


7 comments about "TV's Role In Global Ad Market Continues To Erode: Internet, OOH Ascendant".
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  1. Ed Papazian from Media Dynamics Inc, July 8, 2019 at 1:03 p.m.

    Joe, once again I must point out that this is comparing apples with tomatoes. Much of the "ad spending" credited to digital media would never be placed on national TV even if digital media disappeared---and lots and lots of it is local and placed by mom and pops buyers and/or search/ direct response marketers. Just because the various sources can't make such distinctions---between branding and other types of spend--- that doesn't mean that this point should not be raised  in reviews of such information. Just my two cents.

  2. Joe Mandese from MediaPost, July 8, 2019 at 1:07 p.m.

    @Ed Papazian: I disagree with your analogy. It's really just comparing global ad share of a medium with global ad share of another medium. There are many reasons why advertisers use a medium -- and many types of advertisers using different mediums for different reasons -- but share of totals are just that -- a macro view of total industry spending.

    But it's okay with me if you want to define your own universe or look at it differently.

  3. Andrew Eklund from Ciceron, July 8, 2019 at 3:03 p.m.

    Joe, do you know how they're defining "display." Is that anything programmatic? Just banners? Man, I hate a world that's dominated by banners.

  4. Joe Mandese from MediaPost, July 8, 2019 at 3:08 p.m.

    @Andrew Eklund: Here's how Zenith describes it: "...we include traditional display (such as banners), online video and social media. All three types of display have benefited from the transition to programmatic buying..."

  5. Andrew Eklund from Ciceron replied, July 8, 2019 at 3:12 p.m.

    Personally, I would rather not have that called display. Display has almost always = banners. Video/social/audio are such rich experiences vs. banners.

  6. John Grono from GAP Research, July 8, 2019 at 7:52 p.m.

    Joe I have a comment and a query regarding the lede.

    First it says "TV's Role In Global Ad Market Continues To Erode".   The word 'continue' is contentious.   The graph shows two points in time of 2018 and 2021.   Last time I checked the date it is still 2019.   If you remove the word 'continue' it reflects the graph ... that it is forecast to decline.   If there was a prior point in time (say 2015) then 'forecast to continue to erode' would also make sense.

    Second it also says "Internet, OOH Ascendant".   If OOH was 6.5% in 2018 and is forecast to still be 6.5% in 2021 how is that ascendant?

  7. Gary milner from The Simpler Way, July 9, 2019 at 11:21 a.m.

    So this means TV spend goes to OTT as it will grow and that revenue appears in display. Companies are starting to look at video as a totality.

    So dislpay isnt really growing, or is it?

    Misleading , poorly defined data that doesnt show trends as categorization is poor.

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