New estimates from Forrester Research indicate that ad spending on digital will overtake TV ad spending in two years, Advertising Age reports. The estimates are based on the research firm’s ForecastView model. (Click here to see the chart.)
Additionally, U.S. ad spending on digital will reach $103 billion in 2019, and will then account for 36% of all ad spending, according to the latest estimates. Spending on TV in that year is estimated at $85.8 billion, representing 30% of total spending.
“But digital won’t usurp TV because of big brand advertisers taking their commercial money and redirecting it toward YouTube and Facebook,” the report adds. “There will be some cannibalization of TV budgets, but the bigger contributing factor will be an influx of new money dedicated to digital because marketers are able to prove that digital works, said Forrester analyst Shar VanBoskirk.”