Last year, TV ad spending in the U.S. saw a first-time drop since 2009. With the double-digit growth of digital video, TV ad spend will continue to decline this year with TV’s share of total U.S. media ad spending dropping from 33.9% in 2017 to 31.6%. TV ad spend is expected to see a slight uptick in 2020 due to the U.S. presidential election and Summer Olympics in Tokyo, but it will sink back to negative territory in the following years and fall to less than a quarter of total ad spend by 2022. “The shift of audiences to OTT viewing is changing the climate of the TV ad market,” says eMarketer senior forecasting director Monica Peart. This year, the number of TV viewers in the U.S. will drop 0.2% to 297.7 million.

Source: Forbes March 28, 2018 17:15 UTC