04 Dec 4 MUST KNOW STATS ABOUT TV ADVERTISING
The advertising industry is changing fast. Every year we see a major shifts in ad revenue from one medium to another. In this article I will talk about the top 4 TV statistics that every advertiser, marketer, and media planner must know. We do a lot of marketing research so if you want to plan ahead you should be up on emerging trends. Check out our guide on top marketing trends of 2018 by clicking here.
1. TV IS NO LONGER #1 IN SPEND
Ever since 2004 digital ad spend grew exponentially. However, in 2016 was the first year that TV was overtaken by digital.
TV was responsible for $71.3 billion in domestic revenues while digital advertising was responsible for $72.5 billion according to the IAB’s digital ad revenue report.
Also, digital video was responsible for $9.1 billion in 2016, a 53% upswing year-over-year. On mobile, video revenue sore 145% from the previous year to $4.2 billion.
2. GOOGLE AND FACEBOOK ARE NOT ALL THAT
Even though in 2016 Facebook reported $27.6 billion in global revenue and Google reported $89.6 billion they are not the only two players on the block
Around 69% of revenues in Q4 of 2016 came from Facebook and Google. This means that 31% of the growth came from companies.
3. MOBILE IS HUGE
Mobile advertising accounted for roughly 51%, or about $36.6 billion, of all digital ad revenue reported in 2016. Of that, 47%, or $17.2 billion, came from mobile search, according to the report
In other words, the growth in mobile is largely fueled by search. In fact, desktop search actually fell for the first time by 13$ to $17.8 billion. With rising mobile capability, it is expected to see an even greater decline in desktop search in years to come.
4. DIGITAL RADIO IS THE NEW KID ON THE BLOCK
Regular radio is out digital radio is in. What is digital radio you might ask? Satellite radio, podcast, YouTube audio, etc. The ad revenue in this category $1.1 billion in advertising revenue in 2016.
This is really a trend that is showing that standard scheduled programming is slowly going away and on demand services are taking over.