Digital advertising will take a larger share of the pie than print for the first time in 2013, but TV ad spending will remain by far the biggest category, according to media buyer Carat’s forecasts.
It says that TV will grow 5.5% this year and 5.3% in 2013. That is below the growth rate for online, which Carat says will record a 16.5% uptick this year and 13.5% in 2013, but TV will remain the largest overall advertising sector by some distance. It will account for 45.7% of ad spend while online, after a strong 2013, will account for 15.5%.
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