The top three categories for Total U.S. ad spend are television, print-originated content and mobile. They accounted for 73.9% of total U.S. ad spending in 2016. TV and print totals include both legacy/linear and digital spend, while mobile spend is 100% digital. Jack Myers TomorrowToday forecasts that mobile & apps' (excluding mobile search) share of total U.S. ad spend will surpass print-originated content's share of U.S. ad spend in 2018. Mobile & apps' rapid growth is expected to bring the top three category total spend to 74.9% of total U.S. ad spend by 2020. TV includes cable/satellite network, local and national spot broadcast, local/regional cable, broadcast syndication and interactive/VOD/addressable TV. Print-originated content includes all legacy and digital content published by U.S. local and national newspapers and consumer magazines.
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