Forecast Says Digital Revenue Will Exceed TV By 2018

If eMarketer’s latest media spending forecast is accurate it will mean that by 2018, there will be more digital ad revenue than TV revenue. The internet would become the largest single medium in the US advertising world.

eMarketer 2018 forecast

The following table (created by me) shows the real dollar values behind the market share percentages in the chart above for PC, mobile and TV advertising in the eMarketer forecast:

eMarketer TV forecast 2018

Source: eMarketer

The forecast doesn’t assume, as you can see, a loss of TV revenue. Rather, it assumes massive growth in mobile and some transfer of desktop spending to mobile. By the end of the forecast period (2018), total digital revenue has grown to more than $82 billion.

This year, total U.S. digital revenue will approach $50 billion. Accordingly, in four years digital will add another $30+ billion, according to eMarketer.

While this scenario is not impossible to imagine, I’m skeptical that mobile advertising will be more than twice PC ad revenue by 2018.

Related Topics: Channel: Industry | Statistics: Popularity & Usage | Statistics: Spend Projections | Top News

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About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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