Next year will mark a major milestone for ad spending, as total digital surpasses TV for the first time, according to eMarketer’s newest quarterly ad spending forecast. In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.
eMarketer has lowered its growth projections for TV ad spending since the last forecast. Television will grow 2.5% this year, compared to 4.5% forecast in Q3 2015. In the long term, TV ad spending will continue to grow by about 2% a year. But by 2020, TV ad spending’s share will drop below one-third of total media ad spending for the first time in the US.