Media properties in the U.S. will generate $197 billion in 2018, a 5.5 percent increase over the prior year. However, advertising on traditional media platforms will decline while digital platforms experience a 14.3 percent increase. As a result, for the first time ever, digital platforms will account for 50% of all advertising sales.[1]
National television advertising peaked in 2016 and fell 2.2 percent in 2017. According to Magna Global, national TV revenues are expected to decline by 2 percent annually at least through 2022.[2]
The overall growth in advertising is driven by both the strong economy and cyclical events such as the Olympics and the midterm elections. However, television, print, and radio advertising revenues are expected to decline.
Footnotes:
- Radio & Television Business Report, "Magna Global’s Grim Ad Picture For Broadcast Media," March 22, 2018
- The New York Times, "Why Traditional TV Is in Trouble," May 13, 2018
Each weekday, Scott Rasmussen’s Number of the Day explores interesting and newsworthy topics at the intersection of culture, politics, and technology. Columns published on Ballotpedia reflect the views of the author.
Scott Rasmussen is founder and president of the Rasmussen Media Group. He is the author of "Mad as Hell: How the Tea Party Movement Is Fundamentally Remaking Our Two-Party System," "In Search of Self-Governance," and "The People’s Money: How Voters Will Balance the Budget and Eliminate the Federal Debt." Read more reports from Scott Rasmussen — Click Here Now.
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