The ever-growing gap between online and TV ad spending is expected to widen throughout 2018 as television sees record lows in reach and interest.
Online killed the TV star
As cord-cutting accelerates and OTT (over-the-top) viewing grows in popularity, TV ads have slipped a further 0.5% as television shares drop to a record low of 31.6%.
Though TV ad spending is expected to see a minor uptick in 2020, thanks to an election year and the 2020 Tokyo Summer Olympics, the number are expected to recede back into the negatives.
According to eMarketer director Monica Peart, “As ratings for TV programming coninute to decline, advertiser spending will also continue to see declines, especially in years that do not boast major events…”
Digital, the sexier beast
Total digital ad spending in the US is expected to climb 18.7% up to an impressive $107.3 billion with OTT platforms playing a pivotal role.
Roku US ads alone are projected to surpass $293 million, up 93% since 2017. Yikes. Meanwhile, Hulu’s US ad revenues will jump 13%, reaching a total of $1.12 billion thanks to an increase in subscriptions.
Have you “cut the cord” so to speak? What do you think the future holds for traditional cable companies? Let us know in the comment section below.