Zenith Says TV Share Of Ad Spending Peaked

Agency Sees Cable, Online Video Rising; U.S. Broadcast Spending Down

Media agency ZenithOptimedia sees ad spending growing modestly over the next few years, but in the U.S., television will lose share to digital media.

Zenith’s forecast calls for gains of 3.8% in 2015, 4.2% in 2016 and 3.7% in 2017 in U.S. ad spending.

But spending on broadcast TV is expected to drop 5% in 2015 to $16.5 billion, 1% in 2016 and 3% in 2017. For cable, spending is expected to rise 3% in 2015 to $23.1 billion, 4% in 2016, and 4% in 2017.

Zenith says TV’s share has peaked and its latest forecast sees its share falling to 37.4% in 2017.

Read more at B&Chere.