TV’s Ad Dominance to Slip in 2018

NEW YORK: TV is expected to remain the dominant advertising medium, making up 38.1 percent of total media spending in 2014, and spending on the segment will continue to outweigh that of the nearest competitor, digital, through 2017, according to eMarketer.

In 2018, however, TV is expected to account for 36.1 percent of the ad pie, while digital takes over 36.4 percent. eMarketer asserts that advertisers are increasingly opting to blend digital and TV together for well-rounded ad campaigns. For example, the report cites a September 2013 study from Forrester Consulting and Videology that found that 52 percent of media companies, 68 percent of advertisers and 69 percent of ad agencies expected agencies to plan video ad campaigns holistically across all viewing platforms.