“However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.” Digital advertising spend is expected to surpass spending on TV the 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 amount of spending directed to TV advertising is expected to drop below one - third of total TV ad spending in the US for the first time by 2020 .
Digital advertising spend is expected to surpass spending on TV the 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 amount of spending directed to TV advertising is expected to drop below one - third of total TV ad spending in the US for the first time by 2020 .