eMarketer advertising spend is predicted to surpass spending on TV advertising 2020 , rising to $ 77.37bn ( 38.4% of total ad spending), compared to TV's expected $ 77.37bn ( 35.8% ), according to eMarketer 's ad spending forecast. Despite increasing by 2% p.a., the level of spending directed to TV ads is expected to drop below one-third of total media ad spending in the US for the first time by 2020 .
Digital advertising spend is predicted to surpass spending on TV advertising next year, rising to $77.37bn (38.4% of total ad spending), compared to TV's expected $72.01bn (35.8%), according to eMarketer's ad spending forecast. Despite increasing by 2% p.a., the level of spending directed to TV ads is expected to drop below one-third of total media ad spending in the US for the first time by 2020.