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Digital accounts for all US media growth

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The US 2017 forecast by Magna Global shows that digital is accounting for all the growth in market as TV is flat:

“While total marketing budgets are flat, the main driver of advertising growth at the moment is below-the-line direct marketing budgets (e.g. direct mail) being re-allocated towards Search and Social by big and small businesses. Most of the net advertising dollar growth will be taken from traditional direct marketing budgets rather than new marketing spend. This leaves linear television budgets relatively unscathed and should provide for a solid ad growth this year again (+3.7% excl. P&O).”

Magna Global

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