A new report finds the shift to digital accelerating, with spending on advertising in digital media now poised to pass spending on traditional television by the end of 2016.
The handoff is arriving months ahead of what was previously forecast, MediaPost reports, citing data from eMarketer.
“Putting aside that television is a digital medium too, eMarketer’s estimates categorize it separately from things like online and mobile digital media, and based on its calculations, the sum of those categories will reach $72.09 billion by year end — a smidgen higher than the U.S. TV ad marketplace’s projected $71.29 billion,” MediaPost reports.
The report quotes an eMarketer spokesperson saying: “That means digital will represent 36.8% of total U.S. media spending, while TV will represent 36.4%.”
MediaPost adds: “What makes digital’s ascendance so remarkable is that it occurred during a so-called ‘quadrennial’ year in which TV ad spending benefited from incremental spending from both a Summer Olympics and a presidential political season.”
TV continues to expand, but at a slower pace than the expansion of digital spending, the report notes.