In 2009, Jeff Zucker, then head of NBC Universal and now president of CNN Worldwide, famously warned the media industry that it was in danger of “trading analog dollars for digital pennies." Digital ad spending has grown exponentially since then from $39 billion in 2010 to $128.6 billion in 2016. During that same period, analog dollars (which we refer to now as “legacy/linear’) budgets have declined $90.4 billion from $432.5 billion to $342.1 billion Advertiser investments in broadcast network television digital media have increased from $750 million in 2010 to $2.5 billion in 2016, and are forecast by MyersBizNet to grow to $5.6 billion in 2020, representing nearly 25% of total broadcast network ad revenues and more than replacing a nearly 5% decline in linear broadcast network ad spending during that period. Comparable data is available in the MyersBizNet report on all 28 media and marketing categories.
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