TV and search account for more than one in two dollars spent on US advertising

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

TV still attracts a third of the US’ total annual advertising budget, though this is expected to dip closer to 31.6% this year, according to data from WARC's latest International Ad Forecast. It took a 33.1% share of total advertising spend in 2017, although this represented a dip in share of 4.1 percentage points (pp) from 2016. The next biggest advertising channel, search, ended 2017 with a share of 21.3% (up 2.5pp from 2016) – but 11.8pp behind TV. Search's share is expected to rise by 1.3pp to 22.6% this year, meaning that TV and search will continue...

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