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TV Ad Shares continue to Decline

The latest report from eMarketer reveals that as advertisement continues to evolve, TV is receiving less than a third of marketer’s budgets.

Internet killed the TV star

As cord-cutting continues to trend and online programing services thrive, television has been dethroned and is no longer the premiere advertisement medium.

According to eMarketer, TV’s share in ad spending in 2018 has already dropped from 33.9% of ad budgets to 31.6%.

eMarketer's forecasting director Monica Peart says “as ratings for TV programming continue to decline, advertiser spending will also continue to see declines, especially in years that do not boast major events such as presidential elections and Olympic Games.”

Changing of the tide

Even TV heavy hitting events like the Super Bowl, Winter Olympics, and the Academy Awards have seen consistent drops over the past years.

Meanwhile, digital advertising and online marketing is expected to grow by another 18.7% this year, to $107.3 billion total.

Hulu Ads are expected to increase by 13.2% to a total of $1.1 billion, while Roku has exploded by 93% to a total of $293 million.

Platforms like Apple TV and Amazon Prime may be the sleeping giants in the new frontier of digital marketing.

What do you think about the latest trends? Do they make sense to you? Let us know what you think in our comments section below.

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December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
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Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

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Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

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Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
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