Download Today: Total U.S. Digital Ad Spend Set to Surpass National/Local TV Ad Spend in 2018

Jack Myers TomorrowToday forecasts that, as a category, total U.S. digital ad spend will surpass national/local TV ad spend (digital and linear combined) by 2020.  National TV includes the categories of cable/satellite TV, broadcast network TV, broadcast syndication TV and interactive/VOD/addressable TV that deliver viewership on a nation-wide basis.  Local TV includes the categories of local cable and local and national spot broadcast TV that deliver viewership on a market-specific basis.  National spot broadcast refers to market-specific ad spend by marketers located outside a local broadcaster's coverage area.  Total U.S. digital ad spend is expected to grow by nearly $100 billion from 2010 to 2020 (an increase of 580%).  Digital’s share of total U.S. advertising investment is expected to increase from 31% in 2016 to 49% in 2020.