Source: MAGNA GLOBAL
Notes: US media advertising sales are expected to grow by 6% this year, a figure revised upwards from a previous forecast of 5.5%. Digital – which accounted for 27%share of total revenues last year – is projected to again be the fastest riser, though its predicted growth rate of 14.4% wouldn’t match last year’s pace (17%). Meanwhile, TV is set for a big year with a forecast increase of 8.3% on the back of political & Olympic spending and healthcare ads. While TV last year captured the bulk (40%) of ad dollars, MAGNA GLOBAL expects digital to overtake it by 2018. While search remains the largest digital sector, mobile and social media advertising are growing most rapidly.
About the Data: The MAGNA GLOBAL advertising forecasts are based on independent research that examines media suppliers’ revenue trends as well as macro-economic data. They are updated on quarterly basis.