TV's Share of Ad Spend Expected to Continue Its Decline This Year

An eMarketer forecast shows it will make up less than a third of marketers' budgets

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Cord-cutting and related trends are continuing to fuel a decline in TV ad spending.

A new eMarketer forecast shows U.S. TV ad spend declining by half a percent in 2018 to $69.87 billion. This will bring TV’s share of ad spend down to less than a third of U.S. ad revenue in 2018, falling from 33.9 percent last year to 31.6 percent in 2018.

“The shift of audiences to OTT viewing is changing the climate of the TV ad market,” eMarketer senior forecasting director Monica Peart said in a statement.



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