TV's dominant share of the global advertising market has peaked and is now in terminal decline.
So conclude separate reports by Madison Avenue conglomerates ZenithOptimedia and Magna Global, which both note negative TV ad sales trends amid an overall advertising marketplace that is growing.
ZenithOptimedia says TV advertising "has now peaked," noting that it currently accounts for 39.6 percent of all advertising but will decline to 37.4 percent by 2017. Online video's ad market share is expected to grow to 2.8 percent by 2017 from 1.9 percent in 2014.
Spending on broadcast TV in the U.S. is expected to drop 5 percent to $16.5 billion in 2015, but Zenith says cable network ad spending will actually rise 3 percent next year to $23.1 billion.
Overall, Zenith expects the global ad sales to spike 4.9 percent to $545 billion in 2015, driven by increases for digital platforms. Magna Global predicts a 4.8 percent uptick to $536 billion.
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