While TV’s share of adults’ daily media time has shrunk slightly in the past couple of years, the medium continues to pull in a disproportionately high share of ad spending, according to new eMarketer estimates.
This year, TV is expected to account for 36.4% of adults’ daily major media time, while raking in slightly more than 40% of media ad dollars.
And while consumption of – and ad spending on – digital video has been rising quickly, digital is expected to pull in just 4.4% of ad spend versus its 10.9% share of adults’ media consumption this year.
The disparity may be related to the greater perceived influence of TV advertising; eMarketer attributes TV’s continued strength as part inertia and part concern from advertisers over digital video ad view ability and completion rates.