Data from WARC’s 12 key markets, which between them account for approximately two-thirds of the value of global ad trade, show that TV drew 35% - or $141.8bn - of global advertising expenditure in 2016. This was down from a peak of 40.5% in 2010, but represents just a 0.9 point dip over the decade.
TV’s market share was 15.3 percentage points (pp) ahead of search (19.6% of global spend), the second-largest advertising medium. Then followed newspapers (8.7%), mobile display (8.2%), desktop display (8.0%), radio (6.0%), outdoor (5.9%), magazines (4.3%), online classified (2.4%) and cinema (0.6%). ‘Other’ spend accounted for...