TV ad spend outweighs online video by a ratio of six to one, but its overall share of advertising fell in 2017 according to WARC data.
Nevertheless it took a 36.5% share of the global ad spend total at US$199.5 billion. By contrast the Facebook and Google online ad duopoly accounted for US$133.2 billion in ad dollars.
WARC said that overall global advertising spend rose 3.0% to US$546 billion in 2017, according to projections based on data for 96 markets.
It forecasts global ad growth of 4.7% this year to a total of US$572 billion, boosted by the PyeongChang Winter Olympics, FIFA World Cup, US mid-term elections and reduced dollar volatility in emerging markets.
James McDonald, data editor, WARC, said: “2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest rate since the post recovery years of 2010 and 2011.
“Mobile is now a key driver of global growth, and was the only channel to gain share of spend in 2017 – it now accounts for one in five ad dollars worldwide. Nevertheless, traditional media still attracts 61% of global ad investment, and TV and out of home will be among the main benefactors of increased brand and political campaign spending this year.”
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