The latest WARC estimates for 2017 (based on 96 markets), included in January's Global Ad Trends report, indicate that TV attracted the most advertiser investment globally, with US$199.5bn spent on the channel – despite a slight decline of 0.8% year-on-year. This is significantly more than the US$133.2bn combined total for Google and Facebook over the same period.
Within this, Google accounted for an expected US$95.0bn globally (up 19.7% year-on-year), while Facebook took a lesser sum of US$38.2bn (up 42.0%). Estimated ad totals for Twitter (US$2.1bn) and Snapchat (US$0.7bn) are much smaller.
Looking at the other media channels,...