Marketers' TV outlays in the U.S. will continue to grow at a steady pace, but TV will lose its position as the top media for ad spending by 2018, eclipsed by the rapid expansion of digital, according to an eMarketer report. As a percent of total spend, TV will decline from 38.1% this year to 36.1% in 2018, while digital rises from 27.9% to 36.4% over the same period. Digital's growth, fueled by mobile, will come largely at the expense of non-TV media, the report shows.

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