Two-thirds of US display adspend goes to TV and mobile

An overview of the shifts in media share of total US display advertising expenditure between 2009 and 2018.

TV will continue to attract the majority share of total US annual display advertising budgets this year, according to data from WARC's latest International Ad Forecast. It took a 45.4% share of total display advertising spend in 2017, though this did represent a 3.7 percentage point (pp) decrease from 2016. TV's share is expected to dip once more this year, by 1.4pp, but it will still attract some 44.1% of all display spend in the US.

The next biggest channel this year is forecast to be mobile internet, with a share of 22.0% (up 4.2pp year-on-year) – around...

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