Video Consumption, Ad Dollars Continue to Favor TV Over Digital

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.

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