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US TV Ad Spending to Fall in 2018

Digital video continues double-digit growth; OTT spend rises

March 28, 2018 (New York, NY) – This year, US TV ad spending will continue its decline, according to eMarketer’s latest US advertising forecast. With cord-cutting accelerating and over-the-top (OTT) viewing on the rise, outlays on TV ads will slip 0.5% in 2018 to $69.87 billion. As a result, TV’s share of total US media ad expenditures will drop from 33.9% in 2017 to 31.6% this year. TV ad spending will see a slight uptick in 2020 (due to the US presidential election and Summer Olympics in Tokyo), but it will sink back to negative territory in the following years and fall to less than a quarter of total ad spend by 2022.

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Posted on March 28, 2018.