We’ve been headed here for a while. But this was the year
it actually happened: Advertisers spent more on digital than
traditional TV.
To be specific: Digital ad spending reached $209 billion
worldwide — 41 percent of the market — in 2017, while TV brought in $178
billion — 35 percent of the market — in 2017. That’s according to
Magna, the research arm of media buying firm IPG Mediabrands.
Bear in mind that this isn’t because TV ads are cratering
— TV ad spending is still flat or slowly growing, depending on the
year. And in most cases big TV advertisers have yet to move much of
their budget over to digital, even though Facebook and Google are
working hard to make that happen.
But you can expect that gap to keep growing: Next year,
Magna expects digital ad spending to grow by 13 percent to $237 billion,
while TV ads will grow 2.5 percent to $183 billion, thanks in part to
one-off events like the Olympics and the U.S. mid-term elections.
By 2020, Magna expects digital ads to make up 50 percent of all ad spending.
Global digital ad spending beat TV for the first time in 2017
TV
Digital
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