Although digital ad spending is catching up to television ad spending, how big the spending gap is really depends on how you define TV, according to a Wall Street Journal article by Miriam Gottfried. If you define TV as watching the content through a television, the gap is smaller than if you define TV by its viewable content. As more television companies are launching online streaming services for their shows, many of them already have large chunks of their ad budgets from digital, according to Gottfried.
According to estimates from eMarketer, digital ad spending will reach $68.82 billion in 2016, or 35.8% of all total ad spending in the United States. This compares with $70.6 billion, or 36.8% of total ad spending for television. While these figures remain close, they are not as close as they seem. Of all digital ad spending, $9.84 billion is estimated to come from digital video ads. While most of that will go to Internet giants like Google and Facebook, another small amount will go toward television companies now streaming digitally.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.