The shift in ad industrymarket share from so-called “analogue” media to “digital” media is accelerating, and the latter is now expected to surpass television’s historically dominant share ofU.S. ad spending by the end of 2016 — months sooner than expected, according to the statsmasters at eMarketer.
Putting aside that television is a digital medium too, eMarketer’s estimatescategorize 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 theU.S. TV ad marketplace’s projected $71.29 billion.
“That means digital will represent 36.8% of total U.S. media spending, while TV will represent 36.4%,” according to aneMarketer spokesperson, noting that the firm’s original projections — made in March — called for TV vs. digital’s market share tipping point not to happen until sometime next year.
Whatmakes digital’s ascendance so remarkable is that it occurred during a so-called “quadrennial” year in which TV ad spending benefitted from incremental spending from both a SummerOlympics and a presidential political season.
The eMarketer report notes that TV is, in fact, continuing to expand — it’s just not growing as fast as digital ad spending.