Jack Myers TomorrowToday forecasts that, as a category, total U.S. digital ad spend will surpass national/local TV ad spend (digital and linear combined) by 2020. National TV includes the categories of cable/satellite TV, broadcast network TV, broadcast syndication TV and interactive/VOD/addressable TV that deliver viewership on a nation-wide basis. Local TV includes the categories of local cable and local and national spot broadcast TV that deliver viewership on a market-specific basis. National spot broadcast refers to market-specific ad spend by marketers located outside a local broadcaster's coverage area. Total U.S. digital ad spend is expected to grow by nearly $100 billion from 2010 to 2020 (an increase of 580%). Digital’s share of total U.S. advertising investment is expected to increase from 31% in 2016 to 49% in 2020.
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